Rio, Telenet’s pay-TV channel, suffered from the perception that their subscribers discover TV series much later than the rest of the world. In fact, Rio is often the first to air international series and movies. We needed to establish the channel as the best way to view content, competing with other pay-TV channels as well as illegal downloading.
The new GoT season was the perfect opportunity to prove Rio is the fastest way to premium content. During the widely-anticipated online debut of the trailer, the image changed to a live stream of an empty theatre. The first 50 fans entering the theatre could claim their throne and get much more than the trailer: they could see the world premiere of the new episode. This campaign was quickly picked up in newspapers, on radio and social media. It established Rio as the fastest way to exclusive content.