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Game of Thrones got very creative with its promotion of its season 7. Instead of simply employing the typical TV advertising, the show featured a Game of Thrones themed pop-up bar in DC and Game of Thrones characters at the Kings Crossing Station in London.

Pop-up Bar in DC

A Game of Thrones pop-up bar appeared in DC on 7th St NW from June 21st until August 27th. It started a little over three weeks before the season premier and ended on the day of the final episode. This timing is very clever as it began sufficiently before the season premiere in order to generate buzz. Yet, it was not greedy and did not overextend, which would have led to the hype dying down. Moreover, having the bar remain open during the season encouraged GoT fans to come back to the bar and pretend that they are part of that world.

The dates weren’t the only thing that was clever about the timing. Because the show airs at 9pm on Sundays, the bar closes at 7pm. This gives the guests and the workers plenty of time to go home and get ready for the show, thus, making Game of Thrones a very experiential show. Also, being able to physically put yourself in the world of the characters inspires a heightened emotional connection to the show, which would likely increase your devotion to the show.

King’s Crossing Station in London

While the DC pop-up bar would likely only alert the Game of Thrones fans to the season opening, the show alerted almost everyone in London of the upcoming season. The promotion started slow. First, the show put up daily GoT quotes on the direction panels at King’s Crossing station, one of the most central station in London. Then, on the premier date, GoT posters were put up, White Walkers were roaming the station and two musicians were playing songs from the show. It was definitely a full sensory experience.

Whether transit users enjoyed this new commotion or not doesn’t matter. As long as this stunt inspired strong feelings in the witnesses, the show would be talked about. And that’s what’s important. In fact, both of these promotional events provided for great picture opportunities. As a result, a lot of these pictures made it on Facebook, Instagram and Twitter, which drastically increased the amount of earned media the show received.

Did you notice any Game of Thrones promotions in your city around July 2017? If so, what were they?