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#VivePoniente

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19 REINOSSI LO VIVES ES VERDAD

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Spanish premium pay TV service.

Array of content: sports, movies, series, documentaries…

Game of Thrones as a strategic series.

Communication goal: seek higher brand perception through GOT.

IntroductionWhat is Canal+ Spain?

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Game of thronesSeason 1 (2011)

Networks: Facebook.com/juegodetronos Content: Grito de Guerra/Conoce Poniente

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Networks: Twitter@juegotronosplus

Content: Grito de Guerra/Vive Poniente

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Game of thronesSeason 2 (2012)

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Second screen

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Game of thronesSeason 3 (2013)

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• Campaign: Si lo vives es verdad (if you experience, it becomes true).• New company image. Subscriber at the heart.

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Game of thronesSeason 4 (2014)

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Invocación

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Aparición

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This is TV

This is not TV

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This is TV

This is also TV

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EPISODIC TV

AUDIENCE-DRIVENPARTICIPATION

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TV as “cut scenes”

PARTICIPATION

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Season 3

Season 4

Storyworld

What’s the show DNA?

What’s it really about? What’s premise?

Why do fans love this show?

How can I put the fans into their own

story inside the storyworld?

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Season 3

Season 4

Our

Transmedia

Extension

Storyworld

Unique:

• Story

• Characters

• Events

Common DNA:

• Customs

• Artefacts

• Institutions

• Mythologies

• Ideas

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• Betrayal.

• Life is short and brutal.

• Fighting for territory & power.

• Positives?

– Make the most of every day.

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Each realm:• Ruled by a Great House

• Has a King/Queen from that House

Stats:• Great House

• Ruler

• Ruler’s Realm of Origin

• Defence

• Leaderboard (top 100)

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Goal

Conquer the 19 realms of Spain to become King of the

Andals and the First Men.

Reward

Each ruler of a Spanish realm will be invited to an exclusive

Game of Thrones banquet at which the King of the Andals

and the First Men will sit at the head of the table.

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FNAC: forest.

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Define the World

• Story

• Experience

• Audience

• Platforms

• Goal1

• Execution

Define the Story

• Premise

• Themes

• Characters

• Locations

• Periods

• Objects

• Factions

• Hierarchies

Define the Experiences

• Goals

• Gaming2

• Role-playing2

• Exploring2

• Observing2

Define the Execution

• Timing

• Events

• Platforms

• Pacing

What can we use from

the storyworld to inform

participation?

What types of activity

will meet our goals?

How are the audience

activities realized?

Who is this for and

what are our goals?

Designing the Participatory Storyworld

Four creative processes that blend marketing with entertainment.

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Audience participation opportunities

What will the audience do? How will they be engaged?

Gaming Role-playing

Observing Exploring

THINK

FEEL

DO

Moral dilemmas,

meaningful choices

Role-play,

provide building blocks

Reflection, consideration Exploring, discovering

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Audience participation

opportunities for 19 Reinos

Gaming Role-playing

Observing Exploring

Moral dilemmas,

meaningful choices

Role-play,

provide building blocks

Reflection,

consideration

Exploring,

discovering

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Experience development

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1. Discovery

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Blended territory: Game of Thrones + Contemporary Spain

Creating a playground for fans

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Fort

Town Square

Battlefield

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Website

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Forest

Brothel

Military Camp

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Badges

Special Objects

Potions

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Technology

AUDIENCE

DATABASE

CONTENT

DATABASE

GAME

LOGIC

SOCIAL MEDIA,

EMAIL

TELEPHONE

NETWORKS

DATA

LOG

PLAYER

INCLUDES:• Points

• Badges

• Inventory

AS WELL AS• Messages

• Posts

• Status updates

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User Generation Content

On the battle.

• They created placed/ Facebook Private Groups where they planning battle strategy.

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The winner

• A CANAL+ subscriber.• He had never used social networking. He

opened his social profiles just to play. At the end of the game, he used all the devices he had: laptop, tablet, mobile phone...

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Coronation Event

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• + 70% of participants were Canal+ subscribers.

• 2/3 male vs 1/3 female.

• 63% 35 yrs. or younger.

• Impact on brand perception: 42% improved; 14% greatly improved.

• Brand attributes after campaign:

o For young people: +23%.

o The TV brand I want: +16%.

o The best series always on Canal+ Spain: +13%.

o This made me meet new friends: +15%

o Surprising stunts: consistently 75% amongst participants and non-participants.

o I feel closer to the Canal+ brand: +13%

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