In September 2015, US-based premium cable and satellite television network Home Box Office, Inc.’s (HBO) hit drama series Game of Thrones (GoT) broke the record for the highest number of Emmy Awards won by any fictional series in a single year. The show bagged a record-breaking 12 awards from its 24 nominations including top awards such as the best drama series award, best direction, and best writing. GoT also hit record ratings in viewership, with 8 million total viewers for the Season 5 premiere broadcast on April 12, 2015, a 21% increase compared to the Season 4 premiere. “A mix of smart marketing campaigns, consumer-generated internet buzz and over-the-top events contribute to making HBO’s an admirable marketing strategy. Game of Thrones is a case in point to examine how HBO owned the customer journey through its multi-channel marketing campaign, finding innovative ways to keep its consumers engaged at each step of the experience, from generating awareness before the show launched, to maintaining high levels of engagement and finally, cultivating consumers’ loyalty – and finding some nifty ways to test it,” commented Mihika Barua (Mihika), a marketing associate at Percolate Inc ....

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