Volvo Car UK supports nationwide experiential tour promoting Game of Thrones
April 6, 2019
Volvo has joined Sky’s nationwide activation supporting the Game of Thrones ‘7 Kingdoms Tour’. Kickstarting in Dublin, in partnership with Sky Atlantic, the experiential event supports the final epic series of Game of Thrones, giving fans in seven cities across the UK and Ireland an exciting opportunity to sit on the ‘Iron Throne’.
A convoy of seven branded Volvo cars will transport the Throne, with each vehicle designed to represent a different kingdom of Westeros. Spanning three weeks, the Throne and the lead car will be positioned in high-footfall locations for 2 days per city, offering the unique opportunity to be pictured on the show’s hotly contested seat of power. The Throne will be in the capital at London Kings Cross during the show’s premiere.
In addition to the existing channel sponsorship, Volvo will have exposure across social media and the tour’s website. The activation will live on throughout the series with a competition introduced by presenter Jamie East explaining how to win a brand-new Volvo XC60 Momentum via short videos on the Game of Thrones talk show Thronecast. Each week Jamie will put diehard Game of Thrones fans to the test with intriguing trivia, directing those looking to enter the competition to a dedicated microsite.
The 7 Kingdoms Tour activation continues Volvo’s longstanding partnership with Sky Atlantic, which began in 2014 supported by Volvo’s agency Mindshare. This builds on the impressive success, which over the last four years has helped Volvo increase market share by repositioning public perception as a progressive and innovative brand. With an upmarket and engaged audience, Sky Atlantic and Volvo has proved an ideal partnership.
Georgina Williams, Head of Marketing at Volvo Car UK, said, “Game of Thrones is one of the most anticipated TV series in recent memory. The excitement and thrill around the show is something we are really pleased to be part of. Our partnership with Sky Atlantic has been the perfect brand fit and helped us successfully reposition Volvo in the UK market.”
Rachel Bristow, Director of Client Partnerships and Collaboration at Sky Media, said, “We truly value our longstanding partnerships and are always looking at how we help brands like Volvo get the most from TV. Working with Volvo is a true partnership which allows access to talent like Jamie and epic content like Game of Thrones.”
The deal was developed by Sky Media, Sky Atlantic and Mindshare. The tour begins on the 3rd of April and lasts until the 27th of April with ongoing activation throughout the series until the 27th of May.