Research showed that Indians were already downloading GOT from torrents and forums. We coupled this observation with the insight – ‘Learning through discovery is more effective than instructional learning’. We created a disguised exclusive GOT-video through a torrent on various torrent sites. GOT-forums and Google search. The fans downloaded the video and surprisingly discovered the TATA Sky GOT message.
In 3 months, across 22-forums, 6 torrent sites and on google, 1.8 million fans were taken through the disguised journey to discover that GOT was easily available on TATA Sky +VOD. A total of 12,105 downloads were registered on TATA Sky +VOD during the campaign period.
Case Study Video Below: