A Knight of the Seven Kingdoms | Season 1

In this highly-anticipated return to Westeros, we connected A Knight of the Seven Kingdoms to the wider Game of Thrones universe, while positioning it as its own unique entity that closely followed George RR Martin’s beloved novellas.

Overview

For the latest entry in HBO’s Game of Thrones franchise, Digital Media Management crafted a social media campaign that pivoted fans from the familiar grit and political power plays of the past to an accessible story that still felt mythic. To reach new and lapsed audiences alike, we shifted our strategic approach to a new vantage point of the common man. The content is still distinctly Westeros, just not from the royal towers. We adapted the voice of the accounts to be raw and relatable, where we’d opt to say the funny thing instead of the “right” thing to show off the show’s vibrancy and warmth.

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FRANCHISE EXPANSION

To establish A Knight of the Seven Kingdoms within the wider Game of Thrones franchise, we drew parallels between the different series: Houses, family lineages, and character and plot similarities. Fans agreed the show reminded them of what they first loved about Game of Thrones, and by highlighting the similarities between the series, we were able to position  A Knight of the Seven Kingdoms as an integral part of the overall franchise. 

PUTTING FANS FIRST

Fans were kept at the forefront of our social campaign. We provided them with the content they craved and celebrated the characters they both love and love to hate. We leveraged our Game of Thrones Franchise expertise to anticipate moments that would resonate, leading the weekly post-episode conversation with our reactive content and BTS footage to spark engagement. Using social listening to inform our posting plans and creative concepting, we highlighted standout characters in character-specific assets and layered in cross-franchise comparison creatives which strongly resonated with our audience. 

CREATIVES

Our creative approach drew on the established Game of Thrones look and feel, using familiar fonts and colors while introducing a new phase in the Thrones visual identity. We focused on the warm tones and natural beauty of Westeros in spring, showcasing the show’s stunning visuals. Our creatives were designed to connect A Knight of the Seven Kingdoms to the broader franchise, highlighting comparisons between characters wherever possible. We tailored our creatives to follow the show’s narrative arc, starting with more humorous and lighthearted character-focused edits, then shifting to darker, higher-caliber visuals as the series progressed to the deadly Trial of Seven.

RESULTS

By campaign’s end, we grew the franchise’s social footprint by 546K followers and earned over 708M video views, 49M engagements, and 1.6B impressions.

With our mixture of fan-first strategy and visually stimulating creatives, we were able to elevate this season to become one of the most beloved stories in Westeros and a top-performing series on HBO Max.

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