Game of Thrones manipulated fans ahead of season five

THE team responsible for maintaining hype around Game of Thrones thinks you are all fools. Find out how they manipulated fans.

THE social media team hired by HBO to promote Game of Thrones thinks you are all fools.

This all became apparent during a panel discussion at South by Southwest (SXSW) in Austin this week.

Joining HBO’s social media director Jim Marsh was Melissa Eccles, creative director of Elastic, the company outsourced to handleGOT’s online presence during the off-season.

According to Mashable, Eccles candidly boasted about the strategy implemented by the company during her time on stage.

“We basically manipulated you guys,” she said.

“It was super fun. I have a mean streak in me; I couldn’t help it.”

Starting in December last year, the company encouraged fans to sign up at a site called ThreeEyedRaven.com through a number of periodically released tweets and 10-second teaser trailers.

"You didn’t dream it, you saw it.” Visions are fleeting, receive #TheSight: http://t.co/DxhXy0GiU5 pic.twitter.com/YwTfp7GsF7

— Game Of Thrones (@GameOfThrones) December 19, 2014

Momentum gathered and soon 1.3 million fans had joined the website with no idea what they were actually signing up for.

With a solid base of fans eager for more, the social media team began sending out a number of cryptic short videos via text message.

Eccles explained her team chose mobile-only content because they felt it was the “most intimate” medium available.

The message that tormented fans

Unbeknown to fans of the show, the videos contained a 90-second burn rule and would disappear after they were viewed.

“We took away the one thing you want, which is the ability to watch it again, she said.

“We knew people were going to be pretty angry, but it’s the best angry you can have.

“They were frustrated; they were manipulated; they wanted you to do it again.”

Eccles said after the first video was released social media went into overdrive.

“Honestly, we wanted everyone to feel just a little bit violated,” she said.

“Man, people were pissed.”

After the second vision arrived, people were aware of the format and there was less of a backlash from users.

Although, when fans realised they were all being sent different visions, forums became abuzz with fans comparing and contrasting the visions.

The final video in the project was less mysterious and offered fans two scenes from the forthcoming season.

Eccles closed by saying the campaign was a success because forcing fans to an “emotional tipping point” was a great way to get people talking about the show.