The Game of Thrones Spoiler Machine
In response to the incredible popularity of the HBO show Game of Thrones, Lovereading.co.uk commissioned a piece which would put the spot-light back on the show’s source material, George R. R. Martin’s A Song of Ice and Fire series.Their intention for this project was to:
- Gain placements and mentions in high-authority, popular publications.
- Gain backlinks from those same publications.
- Improve their search engine rankings.
- Make the most of their existing Social Media and PR channels.
- Position them as an expert-resource for book lovers around the world.
Game of Thrones was rising in popularity, and ahead of its Season 4 launch, the coverage was at fever pitch.
The only real way to earn coverage in a very saturated market was by creating something controversial, unexpected and entertaining.
Fans of the show were keen to avoid ‘spoilers’ from anyone who had read the books (which at the time, were well ahead of the show).
As such, the Game of Thrones spoiler machine was designed to reward book readers, and punish non-book-readers by revealing the key plot points to come out of the most recent book.Audience response varied from judging the piece ‘pure evil’ and ‘genius’, but it was a welcome resource for the book-loving fans.
As an added bonus, we were able to repackage the resource as ‘The Game of Thrones Catch-Up Machine’ a year later, when the next season aired, earning more coverage.
The piece was a viral hit. It earned 524,000 visitors to the Lovereading.co.uk site over two one-month campaigns.
Aside from the visitors, the piece was shared over 2,400 times on social media - predominantly on Facebook, which was a key focus for the Lovereading’s social marketing, and a great result.
The piece also earned us coverage from places Lovereading would otherwise only dream of, with backlinks from a total of 18 domains, including Rotten Tomatoes, Shortlist, and Tech Times.
2,400 social shares
Links from 18 domains
Thanks to Joe’s imagination and efforts we’ve been mentioned in some incredibly high-profile, high authority sites and news publications. In the last few months alone, we’ve received links from Buzzfeed, Wired, Rotten Tomatoes and more.