Fans in costume pose on the Iron Throne at Primark

EXPERIENTIAL PROGRAMS

CLAIMING THE IRON THRONE… IN PRIMARK BOSTON

PRIMARK

In the weeks leading up to the premiere of the final season of the smash-hit HBO show, Game of Thrones, CerconeBrown and Primark launched a campaign to build excitement surrounding the Primark GOT collection and in-store Iron Throne event.

The goal of the campaign was to not only encourage consumers to purchase Primark GOT apparel and home décor, but to engage a larger Boston-based audience and bring new customers to the store. With several promotional tactics and strategic social engagement leading up the event, the CBC team coordinated a variety event logistics resulting in a packed store location filled with guests interested in both the Throne photo moment and the store itself.

Overall, existing customers and new customers alike experienced Primark in a way that they will not soon forget.

To extend the excitement beyond Boston, CBC worked with 5 fashion and lifestyle influencers and coordinate a visit to local Primark store to purchase items from the collection to set up a Game of Thrones-themed viewing party. The influencers each shared an Instagram Story from their visit to the store along with an Instagram Story and static post showing how their viewing party set-up.

Results

  • PR & Calendar Listing Impressions: 22,333,428+
  • At Home Viewing Party Social Impressions: 46,529+
  • Event Social Impressions (Influencers + Improper Bostonian): 481,715
  • Event Attendees: 2,410
  • Social Contest Submissions: 83 valid entries
  • Uses of #PrimarkGOTSweepstakes on Facebook, Twitter and Instagram: 263
Line at Primark