As one of the biggest TV shows in history, GOT incites social media conversations in a way no other franchise has before. Sri Lanka has more than 2 million digitally active GOT fans (10% of the population).

Synonymous with the show are the dreaded spoilers that flood social media after each episode. Some people love these spoilers, giving them an early insight into the show, others- hate them.

Marmite identified a golden opportunity to step in with its “love it or hate it” platform and be a savior for the spoiler haters.

Spoiler-mite was born! A Marmite branded Google Chrome extension that acts like an ad-blocker but for GOT spoilers. Fans could install the extension on their browser to avoid potential GOT spoilers that they see online. Marmite would be present wherever GOT was being discussed. Thereby connecting fans in an absolutely clutter breaking, contextually relevant and precisely targeted manner.

A targeted and timed Facebook campaign was planned to reach GOT fans at peak times of interest with thumb stopping content inviting them to download the plugin. Intensity was increased right after the new episode aired and for the next 2 days.

We used Facebook’s ad manager’s detailed targeting option to directly target GOT fans based in Sri Lanka. Additionally, content was posted and spread among key influencers such as the Geek Club Facebook group, Sri Lankan Gaming Community Facebook group and more.

Also unique to Season 7 were some highly controversial leaks of certain episodes before the official airing. This caused a huge explosion of spoilers before official episodes were released. Marmite capitalized on this situation and targeted enraged fans who did not want episodes spoiled by the leaks. Custom content for the leaks was created within hours and boosted targeting GOT fans inviting them to download the plugin.

GOT was the most discussed topic in Sri Lankan social media in July and August 2017. Through Spoilermite, Marmite was able to connect to each and every mention of GOT across all digital platforms including of course the giants such as Facebook, Google, YouTube, Twitter, Buzzfeed, Mashable etc.

Cleverly connecting Marmite’s ‘Love It or Hate It’ platform with all GOT conversations and content resulted in immeasurable amounts of earned media. ( Refer Confidential Info Section for measured reach details)

The positive PR generated impressed both lovers and haters of Marmite helping further establish Marmite’s cult social media following in Sri Lanka and expanding its base by a whopping 35% organically within just 3 weeks.

Simply put Marmite won the “The Game of Brands” during Game of Thrones Season 7 drowning out competitor efforts through sheer creativity and ingenuity.

Publisher Article Link on Spoiler-mite - https://roar.media/english/tech/sponsored/spoiler-mite-the-solution-for-got-spoilers-leaks-is-here/