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Game of Thrones Makes Buzzmakers Feel Like Kings

How do you engage influencers? Simple (if you have the budget). Put really cool, highly personalized exclusive content in their hands. That’s what HBO did to create and control even more conversation about the eagerly awaited Season 3 of Game of Thrones, which premieres tomorrow. HBO hit a ‘nerd double’ (at least) when Joe Rogan & Patton Oswalt both shared via Twitter and Rogan’s top-rated podcast special packages they received, created for their own “Houses”:

These buzzmakers received packages containing seasons one and two on Blue Ray, a personalized t-shirt and box that included a secret hiding spot that can be opened by way of a hidden button. What did it cost to make? I’m sure it wasn’t cheap, but it didn’t cost a king’s ransom. What is it worth? Oswalt has 1.1M Twitter followers, and is routinely crowned ‘King of Geek Culture’. Rogan also has about 1M Twitter followers, one of the most downloaded iTunes podcasts, and over has 13 Million Views on Ustream. That’s some pretty royal ROI…

~ Jaime Hamel (aka @stophameltime), Digital Strategist, The S3 Agency


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