We were tasked with the management and installation of 7 same day activations for the Metro newspaper, promoting the Game of Thrones Season 2 finale through a special edition copy. Our distribution teams were accompanied by a quartet playing the television show’s familiar theme song to build buzz for the finale being televised on Sky.

The Brief:

Surprising commuters with an experiential activation for the Game of Thrones special edition Metro newspaper

What We Did

  • Full staffing & 24/7 management
  • Reserve allocation for promotional distribution team
  • Thousands of special edition Metro newspapers distributed
  • Same day installation of branded vinyl flooring & event set up
  • Storage & logistics of all promotional materials & equipment
  • Simultaneous activation at 7 major UK train stations

Campaign Overview

Reaching commuters at 7 major UK train stations to build interest & buzz in the Game of Thrones finale

Hundreds of thousands of commuters read the Metro each morning at the start of their day, so to build buzz around their promotion of the Game of Thrones season finale they decided to bring Westeros to 7 major train stations. EXECUTIONAL were responsible for the storage, logistics and installation of the activation – including the installation of branded vinyl flooring in each station’s promotional space.

When commuters arrived at their local station they were greeted by a quartet playing the theme song from Game of Thrones, dressed solemnly on a branded promotional space, along with a smiling face handing them a special edition copy of the Metro. This meant that thousands of members of the public nationwide were walking into their homes or workplaces, ready to build buzz around the finale and let their family, friends and colleagues know about the unusual change to their usual relatively mundane start to the day.