Creatively connect Marmite with Game of Thrones (GOT) fans during its much hyped 7th Season
Cutting through ad clutter created by all other brands vying to connect with GOT.
Grow Marmite’s cult presence in Sri Lankan social media by engaging with GOT fan’s going beyond agile content.
Marmite Sri Lanka's social media channels have a cult following of fans due to Its unconventional takes on all trending social media conversations. Marmite with its Global "Love it or Hate It" platform allows Marmite to be present in all "Love It or Hate it” moments" on social media.
Enter Game of Thrones Season 7: How does Marmite engage with the audience on a deeper level during Game of Thrones Season 7 going beyond just agile content?
Being the biggest TV show in history GOT incites social media conversations in a way that no other franchise could. Another aspect synonymous with GOT are the dreaded SPOILERS that pop up on social media after each major episode. Some people love spoiling the show for others while some have nothing but pure hate for spoilers.
Marmite being true to its communication objectives of being a cult social media presence, identified a golden opportunity here and decided to step in with its platform of “love it or hate it” and be a savior for the spoiler haters
Thus Spoiler-Mite was born! Spoiler-Mite - A Google chrome extension from Marmite that acts as a Game Of Thrones spoiler blocker. Fans needed to simply install the extension on their browser to avoid all potential Game Of Thrones spoilers they might come across while browsing online.
By doing this Marmite had the priceless benefit of changing all possible GOT spoilers into Marmite branding thereby being present wherever GOT was being discussed potentially resulting in LIMITLESS earned media. What better way to connect with GOT fans in an absolutely clutter breaking, contextually relevant and precisely targeted manner.
A targeted & timed FB campaign was planned to reach GOT fans at peak times of interest with captivating content inviting them to download the plugin. Boosting intensity was increased right after the new episode for each week is aired lasting upto 2 days.
Spoiler-Mite works in a similar way to how plugins such as AdBlock work, in that it filters out content from viewing. The content may load, however the plugin warns you that it may be a spoiler.
A slightly transparent interface lets you decide if you ‘love it’ or ‘hate it’. If you hate the potential spoiler, it is blocked for good. If you love it, then you are allowed to see it.
You can customize the plugin by adding extra keywords to be blocked, or—if you are brave enough—by reducing the keywords. You can switch the plugin on and off whenever convenient.
Planned FB content targeting peak times of interest (As mentioned under Strategy section) was carried out with minimal boosting budgets relying on the organic attraction that the spoiler-mite solution as well as the creativity of content itself offers.
Also unique to season 7 there were some highly publicized leaks of certain episodes before the official airing. This caused an explosion of spoilers even before official episodes were released.Marmite capitalized on this situation as well and targeted enraged fans who did not want new episodes to be spoiled by the leaks. Custom content for the leaks were created and boosted targeting GOT fans inviting them to download the plugin