Foxtel: Grave of Thrones
Foxtel wanted to dominate the cultural conversation surrounding the final season of Game of Thrones in Australia. Facing competition from streaming services, they needed to remind fans that Foxtel was the exclusive home of the show. DDB Sydney was tasked with creating a high-impact stunt that would engage super-fans and generate massive earned media coverage ahead of the premiere.
Creative Idea
Built a massive, detailed cemetery in the real world for dead fictional characters.
To promote the final season of Game of Thrones, Foxtel created a massive, hyper-realistic cemetery for fallen characters, turning the show's high mortality rate into a physical pilgrimage site that rewarded fan obsession with tangible, immersive craftsmanship.
Creative Strategy Deconstructed
Company
Foxtel held the exclusive Australian broadcasting rights for the world's most anticipated television finale.
Category
Entertainment brands usually rely on digital trailers and billboards to promote upcoming seasons.
Customer
Fans felt a deep, personal sense of loss for the characters who died throughout the series.
Culture
The global obsession with the show's high body count made character deaths a central talking point.
Company
Foxtel held the exclusive Australian broadcasting rights for the world's most anticipated television finale.
Category
Entertainment brands usually rely on digital trailers and billboards to promote upcoming seasons.
Strategy:
Transform fictional loss into a physical landmark to validate fan devotion and drive subscription urgency.
Customer
Fans felt a deep, personal sense of loss for the characters who died throughout the series.
Culture
The global obsession with the show's high body count made character deaths a central talking point.
Strategy:
Transform fictional loss into a physical landmark to validate fan devotion and drive subscription urgency.
Results
The 'Grave of Thrones' campaign achieved significant reach and engagement. It generated over 100 million impressions across social media and earned media. The physical installation attracted thousands of visitors, with many sharing their experiences online, leading to a 25% increase in social media mentions for Foxtel during the campaign period. The project was also recognized with several industry awards for its creativity and execution.
100M+
impressions
25%
increase in social media mentions
Thousands
of visitors
Strategy Technique
Celebrate the Super-Fans
Game of Thrones fans are notoriously dedicated to the show's lore. This campaign acknowledged their emotional investment by providing a physical space to commemorate the characters they had spent years following.
Explore Technique
Creative Technique
Install it
The campaign centered on a 2,000 square meter physical installation that brought the fictional world into reality. By building a literal cemetery, Foxtel created a tangible space for fans to mourn and celebrate the series.
Explore Technique
Craft Breakdown
The campaign's craft is exceptional due to the high level of detail and artistry in the physical monuments, which perfectly capture the essence of the show.
The creation of the large-scale, detailed monuments is a feat of production design.
The overall visual style and consistency of the monuments are expertly handled.
The combination of production design and art direction creates a truly immersive and believable experience.
