What shows are raising the social TV bar? Here are 3 campaigns you should have a look at!
Game of Thrones: #GOTWAR 2015 (Canalsat, France)
In anticipation of the fifth season of Game of Thrones, which premiered in France on April 13, 2015, French Pay-TV operator Canalsat again launched a Twitter-based ‘#GoTWar’ (designed and produced by Bigger than Fiction). From April 1 to 4, fans could join one of four armies and then participate in the daily Twitter battles taking place between 12 and 4 pm for the chance to win tickets for a private advanced screening of the first episode of season 5 on April 9. To enter the sweepstakes, fans had to write at least one Tweet including the channel’s Twitter handle @Canalsat, the hashtag #GoTWar and the hashtag of the army they wanted to join – #ArméeStark, #ArméeBaratheon, #ArméeLannister or #ArméeTargaryen (the four main houses fighting for the Iron Throne in the series). All tweets and retweets with an army’s hashtag added one soldier to that army.
On the dedicated ‘#GoTWar’ website, users were provided with an overview of each army’s strength, i.e. how many fans had joined the individual armies, and a countdown to the beginning of the next battle. The website also displayed the numbers of new soldiers having joined the respective armies in real-time and featured selected Tweets of players. Fans could also join the ‘#GoTWar’ directly on the website by entering their Twitter handle at the bottom of the site and then selecting the army they want to join. To join, users simply had to click on the button below the army’s banner and tweet out the dedicated tweet to enter the sweepstakes.
The website additionally provided an overview of the armies and their leaders. Each army had four leaders, which were participating partner blogs promoting the game. Fans could earn additional entries in the sweepstakes by supporting the army leaders of their choice via the dedicated buttons. The army overview also included the Twitter avatars of the fans who have joined the armies most recently and a summary of the main events during the last battles.
During the battles, which took place from 12 to 4 pm each day, the armies fought each other in joint attacks. Each army determined which opposing army should be attacked in consultation with the four leaders. The army leaders then had to announce their decision before the battles began on Twitter using the hashtag #ATTAQUER and the hashtag of the opposing army.
For each joint attack, the attacking army lost 10% of its soldiers, while the attacked army lots 25% of its soldiers. By clicking on the “add soldier” buttons below the army banners or by posting a tweet with an army hashtag, users could add a new soldier to their army. The number of losses and new soldiers of each army were displayed in real-time during a battle. After the last battle on April 4, 80 randomly drawn winners received tickets to the private screening. Members of the winning army – i.e. the army with the highest number of living soldiers at the end of the war – had a higher chance of winning.
Within only 15 minutes after the campaign launched, the hashtag #GoTWar became a trending topic on Twitter. In total, it generated over 140 million impressions and users wrote more than 63,000 Tweets with the hashtag.
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