Sky Game of Thrones Retail TourThousands of Shoppers Sitting Upon the Throne
The Brief
Transport Game of Thrones fans to Westeros with a shareable photo experience designed for turnkey implementation at Sky’s high footfall retail locations.
Our Solution
Everyone wants to sit upon the Iron Throne. So when Sky toured a replica of the TV show’s iconic throne to its busy retail locations across the UK, we had to be ready to manage long queues of eager fans. Our photo experience needed to be quick and seamless for shoppers, and intuitive enough for any brand ambassador to pick the app up and use it.
Shoppers would sit on the Iron Throne with a green screen backdrop which allowed a brand ambassador to snap their photo and quickly edit the image in the Quander Mobile iPad app to remove any signs of the shopping centre outside of the green screen. With a click of a button, the photo would then be superimposed into the throne room and e-mailed to the participant within seconds so they could immediately share it with friends and on social media. In later iterations we added magical new features including smoke.
On the back end, Sky wanted to be able to segment the e-mails to participants of different ages and customer type. We made this possible by integrating the photo experience with our Quander Companion web app to capture basic attendee demographic data. This also gave us useful analytics on the experience such as e-mail open rates, click through rates and sharing statistics to give us a clear picture of who we were engaging through these busy events.
Results
The Iron Throne photo activity has now been rolled out four years in a row with the average campaign delivering 35,000 total interactions and 4,000 social shares. We even saw a peak of over 300 people in a single day. It is Sky’s most successful and highest throughput in a retail experience to date.