Game of Thrones is the most pirated TV show in the world. To encourage people to sign up for HBO, we played on the one truth every illegal downloader knows too well.
We launched a campaign led by 3 radio spots to highlight the fact that if you can't watch Game of Thrones the minute it airs on HBO, someone's going to ruin it for you.
We amplified the message on social with redacted posts on Facebook and Twitter right after each episode aired, targeting viewers at the exact time and place where spoilers start pouring in.
