Star TV cashed in on the premier of season 6 of Game of Thrones (GOT) by showcasing the latter (uncensored version) on its OTT (over-the-top) platform, Hotstar, within an hour of the show’s US broadcast recently. The new show also got premiered on its English HD channel; Star World Premiere HD. Apparently Star TV has bagged the digital broadcasting rights for HBO originals series and movies and is offering them for a monthly subscription fee of Rs 199 on Hotstar under premium membership.
For the premiere of GOT season 6, Star World Premiere HD managed to rope in sponsors like Amazon (presenting sponsor), Maruti Suzuki Baleno, London Dairy, Ola Micro, Housing.com, Matrix, Motorola, Himalaya, Yamaha, Essilor and Sunny Lite; making it evident that advertisers are realising the benefits of associating with an HD channel. The channel is available on most DTH platforms as non-a la carte, and a part of the HD English pack.
That’s not all. Star World Premiere HD organised a full-fledged marketing campaign titled ‘What does the future hold?’, with extensive on-air promotions across Star TV’s Hindi and English GECs, sports and infotainment, thus reaching out to all audiences. It involved its trade partners for an entire week of exciting on-ground activations across eight media agencies in Bangalore, Mumbai and Delhi.
The channel didn’t lose any opportunity to go digital and launched the Amazon Fanlords activity on Twitter on March 29, where Twitterati participated in various contests to win Game of Thrones merchandise. These contests garnered a whopping 15 million estimated impressions on an average. On the launch day it gained the highest momentum as the Amazon Fanlords was carried out both on Twitter and on the channel which helped it garner an estimated 107 million impressions.
Another activity the channel initiated was called ‘Flock to Unlock’ on April 25, where the fans were asked to tweet to unlock a Game of Thrones musical promo that would be released for the first time in India. The activity garnered 74 million estimated impressions and was trending nationally for several hours.