Game of Thrones Live Concert Experience at MSG

One of the most iconic shows in the past decade that transcends its genre into pop culture, Game of Thrones, would come to MSG in a live concert experience in March of 2017.  To help promote the show, I created a social media campaign that embraced the imagery of GoT tied into The Garden itself.

Over the course of three months leading to the event, concepts from the show were integrated into the feeds of @TheGarden to not only excite hardcore fans but also build social conversation amongst the general social media following of Madison Square Garden.

Ranging from hints of dragons, Game of Thrones’ “tilt-shift” credit intro, The Wall, castle doors, and more – followers of MSG were immersed into the world of Westeros with segues and transitions to Ticketmaster to drive impulse purchases.  

The end result of the campaign would be a sold-out night at The Garden, 150% higher than average engagement for the GoT content on MSG. and eventually lead to the show’s return to MSG in 2018.

The social activity did not stop there. I orchestrated a full social media narrative of the concert which included fan testimonials, cosplay galleries, and live event coverage, leading the event to become MSG’s most viewed concert on social and 3rd most organically engaged event overall on their owned social media channels for the year - a remarkable achievement considering the number of globally televised events at MSG that year!  

Taking a unique narrative during the event's live coverage,  MSG also garnered its 3rd most watched event in terms of video views on social media for 2017.

Art direction: Gene Yraola

Designers: Brian Chin  / Gene Yraola

Social Media coverage: Gene Yraola