How Game of Thrones Uses Promotional Products
It may be the middle of April, but I promise you… Winter is Coming. The season 6 Game of Thrones (GOT) premiere is this Sunday, April 24, and even if you don’t watch the HBO series and/or never read the books, you probably know someone who’s talking about it. We can get into all of the marketing tactics used to promote the popular series, but we’d rather talk about our favorite: promotional products!
While your brand may not have the same following as Game of Thrones, you can still take a similar, creative approach to your marketing. GOT uses some of the most popular types of promotional products to endorse its brand. While these products may look unique and custom, it’s because of the design and creative approach, not the products. You can use the same types of products for your branding initiatives, too!
Drinkware
Official Game of Thrones mug, shot glasses, replica dragon goblet and coasters. Image source: Store.HBO.com
Your brand can use similar tactics. It’s as simple as adding your mascot, logo or tagline to a glass or mug. If you’re hosting a special event, create a commemorative item to encourage recipients to keep it. Consider drinkware accessories, too, like creative coasters in a custom shape or bottle openers and toppers.
Edibles (or Drinkables)
Game of Thrones has even created a series of beers inspired by the show. Like this idea? Consider adding custom label wine bottles to your marketing mix. They’re a unique gift for executives and top clients.
I haven’t tried the the GOT beers, but the brewer, OmmeGang has a few other popular brews under its belt, so I’d guess they’re tasty. With promotional food or drinks, taste is everything. Your branding is generally limited to the packaging, and once the food or drink is consumed, all the recipient will remember is how it tasted. When choosing candy, chocolate or other promotional food, ask for samples before ordering so you really don’t leave a bad taste in anyone’s mouth.
Official Game of Thrones umbrella. Image source: Store.HBO.com
Umbrellas offer a large imprint area for your brand message, but what I like about this one is the creative use of the handle. GOT used the handle to replicate the sword hilt of the well-known character Jon Snow.
Perhaps a sword hilt doesn’t fit into your branding, but that doesn’t mean you can’t get creative with your promotional umbrellas. Ask about handle imprint options, imprinting on the underside, custom shapes and bags. Those extra touches will help remind the user of who gave them the umbrella.
Official Game of Thrones dragon’s eggs book ends, Official Game of Thrones House Targaryen journal, Official Game of Thrones USB drive. Image source: Store.HBO.com
Books are definitely a big part of the GOT universe; it’s a fantasy series and there are ancient texts galore, so the bookends and journal are a clear fit. Plus, the TV series is based on a book series, so it’s safe to assume that at least some of the show’s fans are readers and could use bookends. But how does a USB drive fit into the GOT universe? Answer: it doesn’t. Well not really…but GOT made it work by creating USB drives shaped like popular characters. Almost anyone can find a use for a USB drive, and if it’s in the shape of one of their favorite characters they’re likely to use it more often and show their friends. Big win for GOT.
When appealing to your audience with tech and office items, think about their daily lives. People keep items that are useful. Remembering this small tip can keep your promo items on someone’s desk instead of in the filing cabinet collecting dust.
Official Game of Thrones Renly Baratheon crown, Official Game of Thrones Eddard Stark peascod, Official Game of Thrones t-shirt. Image source: Store.HBO.com
Capes and replica costumes work well for a TV series, but you’ll notice that GOT uses more traditional promotional apparel, too. From T-shirts to hoodies, there’s something for every fan. If something thematic works for your brand (like a crown) then go for it. Those quirky items will get people talking.
If it doesn’t work, don’t force it. You want to generate buzz, but you also want people to continue to wear your product after the first day they receive it. (Need help with your promotional apparel search? Check out our new promo apparel white paper.)
GOT is a huge brand backed by a very large company, but their use of promotional products isn’t much different from most other companies out there. Thousands of products are just waiting to have your branding on them. Contact a HALO Account Executive to start planning your next promotion.
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