Die-hard fan got a new meaning recently, when Game of Thrones viewers binge-watched its six seasons while on the run. Conceptualised by Sky and M&C Saatchi, Milan, the runners covered 275 miles from Rome to Milan while watching 60 episodes of the award-winning show on the screens installed behind six trucks. The aim was to celebrate the release of GoT’s seventh season. Sky divided up the race into several stages across Rome, Montalcino, Massa, Carrara and Bobbio. Luca Scotto di Carlo e Vincenzo Gasbarro, ECD and partner at M&C Saatchi Milan said, “We were thrilled to be involved in the biggest TV series of all time and were excited when Sky allowed us to push the boundaries for this campaign and create something unique. There has never been a marathon like this: winter is finally here, and this is how far it brought the fans.”
The adventure, beginning in Rome, continued despite heat and pain for 65 hours across Italy, and runners crossed the finish line — Sforzesco Castle, for a spectacular last stage that involved hundreds of other GoT fans. After the marathoners arrived at Sforzesco Castle, thousands of Italian fans stayed up until the early hours of the morning to watch the premiere of GoT season seven, broadcast exclusively on Sky Atlantic simultaneously with the US market.
Earlier this year, Paramount held a slo-mo marathon in downtown Los Angeles, in partnership with Droga5 London before the release of the Baywatch movie.