Game of Torrents

MEDIAMARKT


CHALLENGE

On December 12th 2017, Game of Thrones season 7 launched worldwide on DVD and Blu-ray. In anticipation of the release, MediaMarkt, the biggest electronics retailer in Belgium, asked us to promote their best deals on TV series.

Sadly, the Game of Thrones saga happens to be the most illegally downloaded TV show ever. Season 7 was already pirated more than one billion times and broke all illegal download records. Time to consider these illegal downloaders as a new target group.

WORK

That’s why we came up with Game of Torrents. A direct online marketing campaign to approach these internet pirates. On the biggest downloadsites for subtitles, we uploaded alternative versions because when you illegally download a film or series through torrent websites like the Pirate Bay, you need a matching file for subtitles. So when internet pirates downloaded our files and watched their favourite show, we really took them by surprise. Out of the blue, the subtitles directly confronted them with their illegal download behaviour. To tease them even more we dropped some spoilers. Eventually we offered the poor souls a legal alternative: the best deals on series at criminally low prices.

Next to Game of Thrones we also directly targeted fans of other popular TV shows that MediaMarkt had on offer. Complete seasons of The Walking Dead, Vikings, Suits, Arrow, The Flash and The Big Bang Theory got altered subtitles.

To highlight the campaign to the general public we had an illegal downloader talk about his addiction on social media. Luckily he got his life back on track thanks to the intervention of MediaMarkt.

RESULTS

The adapted subtitles were downloaded over 26.000 times and counting. Sales of DVD’s during our promo campaign increased by 17% in comparison to the same period last year.