Many GOT superfans were drawn to SXSW 2015 to immerse themselves in #SXSWesteros and the chance to take home a personalized Game of Thrones poster as a souvenir.
As well as getting to claim the Iron Throne, fans were invited to sip Three-Eyed Raven ale, a new GOT beer that will be launching this spring. One of the best and most interactive experiences was an exhibit that had fans get on stage with a sword and destroy digital targets on a screen. As a result, Game of Thrones-style images begin to appear in the same shape as the silhouette of a fan's face, which was then turned into a Game of Thrones poster that resembled the look of the mighty throne. As well as providing fans with an experience to remember, having a memento to take home helps to reiterate how epic this franchise is.
Why This Trend Is Growing
- Fan-activated Event Experiences
- Brands can create interactive experiences for fans that allow them to personalize and take home unique souvenirs that strengthen brand loyalty.
- Transmedia Storytelling
- Using multiple platforms and mediums such as TV, beer, and experiential marketing, brands can tell a larger and more immersive story that engages fans more deeply.
- Brand-integrated Beverages
- Collaborating with breweries to create branded beverages such as Three-Eyed Raven ale can provide fans with an immersive and memorable sensory experience that strengthens brand loyalty.
Industries Being Reshaped
- Entertainment
- Entertainment companies can create immersive experiences for fans that tie into their franchises and offer personalized souvenirs to strengthen brand loyalty.
- Beverage
- Beverage companies can collaborate with entertainment franchises to create branded drinks that provide fans with a sensory experience that strengthens brand loyalty.
- Marketing
- Companies can use experiential marketing to create fan-activated events and transmedia storytelling that engross customers and strengthen brand loyalty.
