DETAILS

HBO partnered with Reddit for the, much anticipated, return of the hit television show Game of Thrones. The creative strategy was to takeover Reddit on the key date in which HBO began their "Winter is Here" messaging in addition to the season premiere. To create an unexpected "surprise and delight" moment around the launch of "Winter is Here," the key date was the first day of summer also known as the Summer Solstice on June 21st. In addition to the Reddit takeovers on both dates, we held a Game of Thrones-themed gift exchange, presented by HBO. This puts a unique spin on a Reddit tradition as a first-to-market branded gift exchange, which brought fans together over their shared love of all things Game of Thrones.

I had the privilege of developing both the media and creative strategy to get Redditors talking about the return of the show. The activation included the designing of a custom version of Reddit’s masthead alien mascot (from Snoo to a Game of Thrones inspired “Jon Snoo”), writing the copy for the homepage/subreddit takeovers, and designing a custom hoodie for a first of its kind Game of Thrones themed gift exchange.

SKILLS

Advertising
Illustration
Brand Strategy
Copywriting

You know nothin' Jon Snoo...

To celebrate the return of the show, and to excite the millions of Game of Thrones fans on Reddit, the reddit masthead was changed to "Jon Snoo" for the day on the Summer Solstice, June 21st and during the season premiere. 

The Game of Thrones Gift Exchange

Putting a unique spin on a Reddit tradition, we created a first-to-market branded gift exchange, which brought fans together over their shared love of all things Game of Thrones. We took over r/GameofThrones to make sure all of the most passionate fans knew about the exchange.

Reddit co-founder, Alexis Ohanian, participated in the gift exchange and took to Twitter and Reddit to share his excitement and give a sneak-peak of the limited edition hoodie.

A Global Affair

The gift exchange saw a total of 2,423 signups with participants spending a total of $53K on Game of Thrones themed gifts.

Redditors flocked back to the Redditgifts website to share photos and stories about their new gifts. The lucky Redditor who received the limited edition hoodie was thrilled.

A GIFT FROM REDDIT?!?!? GoT JON SNOO IS NOW MINE!

Imagine my surprise when I received a package over the weekend from Reddit headquarters addressed to me! I was expecting something from the recent gift exchanged I participated in.. but this seemed.. different...

I couldn't contain my excitement once I opened the package to find the awesome, SUPER SOFT, Reddit Game of Thrones Jon Snoo hoodie!!!

I have been avoiding the threads so I had no idea this was even a possibility from u/kn0thing's post!!!

Thank you soooooooo much! I was on my way to Game of Thrones Trivia when I got it so of course it came with me! Also in the photos, we have a few little adventures together, Jon Snoo and I, and I will try to update this with more photos when I can get them.

Thank you again!!"