How will HBO market season two?

With the new year fast approaching, HBO will be ramping up their marketing efforts for the new season of Game of Thrones. Over the past few weeks, we have seen the first signs of the season two campaign, but the bulk of it is still to come.

It got me to thinking, what will be HBO’s strategy for promoting season two? In season one, the campaign focused mostly on the Iron Throne and the whole feudal families fighting for said throne. In season two, I suspect HBO will want to alter and expand the marketing a bit to include some of the other aspects of the series (namely, the fantasy stuff).

We got a sense of that in the recent teaser for season two. In season one, the taglines “Winter Is Coming” and “You Win Or Die” were both used in various promos with the latter ending up on the official poster. However, we saw in the teaser that they used the more fantasy-inspired “The Night Is Dark and Full of Terrors” and that might be what they decide to ultimately go with. Or maybe they will want to continue avoiding a fantasy-centered approach and go with something like “Kings will Clash”? It works as both a continuation of the “fighting for the throne” theme and  a nod to the title of the second book. (Ok, probably not. I suck at writing taglines.)

Another interesting question, what will HBO use as the official poster/central image of season two? In season one, we got Ned on the Iron Throne. It was a strong image of the central character (and most well-known actor) that also tied nicely into the show’s title. Using the Iron Throne also allowed them to place other characters on the throne in other posters/promos to continue the theme, while promoting some of the other actors and characters. But, let’s be honest, the whole thing was a bit of a no-brainer. This season is going to be more difficult. No more Ned, so no more Sean Bean. Who is the series most prominent character or well-known actor now? Tyrion, I guess? Or maybe they will want to promote Stannis as the new lead? But will they stick with the Iron Throne theme? Or again decide to go with a more fantastical style by putting Melisandre or Dany and her dragons on the poster?

There are a number of different ways for HBO to go with this. And no matter what they decide, I’m sure it will be great. There are a lot of talented and creative folks working at HBO marketing, so I’m excited to see what they come up with.

Winter Is Coming: I’m curious to hear your ideas for season two promotion. What theme will they use for promoting season two? What should the tagline be? What do you think the official poster should be? Which characters do you think they will highlight in their promotions?

• Published on 12/08/2011 at 12:46 PM CDT
• Last updated on 12/08/2011 at 12:46 PM CDT