It’s one thing to have yourself a little Game of Thrones marathon and binge watch six seasons of the show on your couch with snacks and drinks within arm’s reach. It’s another thing to run an actual marathon while having a Game of Thrones marathon. That (you might argue) takes a lot more hard work.
Sky came up with the idea for a real Game of Thrones marathon, asking runners and fans of the show in Italy to complete an ultra-marathon while simultaneously watching all 60 episodes of the show.
Here’s how it worked:
“We were thrilled to be involved in the biggest TB 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,” said Luca Scotto di Carlo and Vincenzo Gasbarro, executive creative directors & partners at M&C Saatchi Milan.
The race kicked off in Rome and took runners across the Italian countryside in what looks to be some sweltering heat. Sky divided up the race into several stages across Rome, Montalcino, Massa, Carrara and Bobbio. Runners finished up the race at Sforza Castle, where fans of the show and the marathoners watched the debut episode of Season 7 in the early morning.
Overall some runners raced about 600 km (over 350 miles). Participants had to follow the pace of the truck while running the race. That way they could actually watch all 60 episodes of the show while running.
Now that’s dedication.
Agency M&C Saatchi Milan
Executive Creative Director & Partner Vincenzo Gasbarro, Luca Scotto di Carlo
Creative Director Daniele Dionisi, Paolo Perrone
Copywriter Federica Scalona
Art Director Lorenzo Guagni
Designer Fabio Furnari, Luca Capretti
Account Roberta Aiello, Martina Colombo
Head of Planning Massimo Capucci
Social Media Manager Serena Giovinazzo
Digital Producer Chiara Lops
Producer Federico Fornasari, Francesco Di Trani, Guja Quaranta
Director Vincenzo Gasbarro
DP Lukasz Pruchnik
Client Sky Italia
Brand Director Jane Villeneuve
Cinema & Entertainment Communication Manager Cristina Cipriani
Advertising Specialist Cinema & Entertainment Daniela Sirtori, Federica Elena Ratti di Desio Levi
Marketing Production Executive Producer Annalisa Orsi, Producer Federica Magnabosco
Head of Digital Sales Marco Storti
Head of Social Media Livia Falcioni