A TWEET GOES OUT
To start, we released a vision of the future on social media, a full 5 months ahead of the season premiere.
HBO's @GameofThrones twitter account tweets a cryptic message along with a short video... ending with a URL. No explanation was given. The same was done on HBO's GoT Facebook Page.
THREE EYED RAVEN WEBSITE
Fans were prompted at the website www.threeeyedraven.com to choose between a SMS or Twitter signup in order to receive the still-unexplained power of "The Sight".
At the end of the sign-up process, fans received a message stating:
VISIONS SENT OUT
Visions were released erratically over a period of 12 weeks. As the Raven brought the visions, it reminded fans that they were fleeting.
We utilized geolocation to ensure that fans would receive different visions than those close to them. This increased conversation/speculation and drove demand. For those that chose not to opt-in to location, we used a randomization algorithm to vary the content that was delivered.