sky tv
creative concept development for new show and film releases
Client Needs: Sky needed someone who could:
Develop creative concepts that would grab attention and drive excitement for House of the Dragon and other new shows.
Make sure the content felt true to each show's tone while appealing to a wide audience, particularly younger viewers active on social media.
Leverage social media to keep the conversation going both before and after the release.
Create adaptable campaigns for platforms like Instagram, TikTok, and Twitter.
Background: I worked with Sky TV to help generate excitement around their new shows, especially House of the Dragon, the spin-off from Game of Thrones. With so much competition in the streaming space, Sky wanted to make sure their shows stood out. I was tasked to create buzz and get people excited to watch on launch day.
Approach:
Understanding the Audience: The first step was to dive into who Sky’s audience was – particularly younger viewers, like Gen Z and millennials, who are known for engaging with content in creative ways. With a better understanding of their habits and interests, I tailored the campaign to fit how they consume content on social media.
Concept Creation: For House of the Dragon, I came up with a couple of key ideas:
I used the show’s medieval themes to create fun, shareable content. This included challenges, behind-the-scenes snippets, and memes that referenced the show’s iconic moments.
I made things interactive: Instagram Stories allowed followers to vote on characters or moments, and TikTok challenges gave fans the chance to recreate scenes with their own spin.
Platform-Specific Campaigns:
TikTok: I took advantage of trending video formats, making sure the content was shareable and fit the app’s vibe. This helped get people excited ahead of the launch and kept the momentum going after the release.
Instagram: Stories and Reels were perfect for quizzes, polls, countdowns, and exclusive clips. These formats helped build anticipation and keep the audience engaged.
Results:
The launch of House of the Dragon generated a strong response on social media, with fans engaging across Instagram, TikTok, and Twitter.
Engagement increased significantly, especially with TikTok challenges, which helped keep the conversation lively and shareable.
The hashtag #HouseOfTheDragon trended for weeks, and Sky TV saw a notable boost in new subscriptions during the campaign period.
The interactive content helped foster a stronger connection between fans and the show, which kept them more engaged long after the premiere.
Conclusion: This campaign showed the impact of creating content that’s tailored to the platforms and audiences you’re targeting. By understanding how people engage with social media and delivering the right kind of content, I was able to help Sky TV promote House of the Dragon in a way that generated excitement and built a lasting connection with viewers.