Catching up with a TV Series can be barrier to watch it, sometimes higher than “The Wall” of the Northern Border in Game of Thrones.

If you missed the first seasons, you will hardly start from the second or the third. Definitely you won’t start from the seventh.

That's why for the launch of GoT Season 7 our goal was to have all the latecomers to binge-watch the complete boxsets of GoT previous seasons available on demand on Sky.

But when it comes to the most spectacular TV series ever, a marathon-viewing session on the sofa just isn’t enough. For Game of Thrones, any marathon needed to be as spectacular as the series itself. So here The Marathron is: if you don’t want to miss the premiere that all the world is waiting for, you'd better run.

We selected a group of runners addicted to TV series and challenged them to run across Italy behind a giant moving screen, while watching the first six seasons of the most followed series in the world.

The epic quest started in Rome and continued despite heath and fatigue through the Italian countryside. The finish line was set in Milan, in front of the ancient Sforzesco Castle (at the heart of the historic city centre).

The last stage was open to all fans who registered on our platform and eventually involved hundreds of Game of Thrones fans. The stage started from Sky Headquarters, passing through the most evocative locations of the city, whilst the moving screen would broadcast the sixth season’s final of Game of Thrones. All runners were then honored during a huge closing ceremony that ended up with the worldwide premiere of season 7.

A massive word of mouth generated, along with a stunning media coverage (both local and international press) and business/viewing results:

Over 4.000.000 views of the Marathron contents.

20.000.000 digital media reach.

+ 75% On Demand views of Game of Thrones boxsets.

+ 7th season generated + 61% audience on Sky, compared to season 6th.