Game of Thrones: the transmedia marketing as way of building lovemark

• Grant number: 13/14573-2
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): October 01, 2013
• Effective date (End): September 30, 2014
• Field of knowledge: Applied Social Sciences - Communications - Radio and Television
• Principal Investigator: João Carlos Massarolo
• Grantee: Raul Santos Ribeiro
• Host Institution: Centro de Educação e Ciências Humanas (CECH). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

When the topic under discussion concerns the audiovisual marketing is inherent that some of the most contemporary examples turn back to television series and its constant search for progress in expansion of content and consumer audience on media platforms. Platforms that have been shown extremely receptive to marketing campaigns witch aim convergent activities among the media, activity better known as marketing for multiplatform.Considering this situation, it is clear that the television series "Game of Thrones", with its complex narrative universe, cradle for expansion activities, have increasingly become one of the greatest exponents of the digital marketing and transmedia marketing. Showing to the subgroups of series fans, different content and materials, involving them through a process of transmedia storytelling.This activity sets up on the series what is called by "Lovemark", product acceptance that producers and marketing agencies both crave. The Lovemark takes the fan to a further level of loyalty, wrapping him by emotions and becoming a key to the continuity and development of the series, because it makes the viewer a major consumer of the own large variety of advertising products and a key element in maintaining the coming seasons, an important fact on a television series market with increasing technical qualification and options for taking the viewer's attention.