Read our new manifesto

Now available on-demand

Get inspired. Find solutions. Harness the power of digital marketing.

Featuring Speakers from

Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Sky Atlantic encourages 'Game of Thrones' fans to masquerade themselves with Melisandre

This article contains spoilers about the new season of Game of Thrones.

Matthias Puschmann is the managing director of Vast Media, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.

On April 24th, "Game of Thrones" finally returned with the premiere of season six and a shocking plot twist at the end of the episode that got fans talking. Spoiler alert! Melisandre, the young and beautiful red-haired priestess, showed her true self and turned out to actually be a wrinkly old lady that is several centuries old.

To make fun of the reveal and engage fans after the episode, Sky Atlantic, which simulcasts "Game of Thrones" in the UK, initiated a '#MelisandreYourself' activation on Twitter, asking fans to transform into an old lady themselves using the MSQRD app (that was acquired by Facebook and is similar to Snapchat's face swap).

Fans were called upon to snap a pic of themselves using the old lady filter on MSQRD and to share the photo on Twitter with the hashtag #MelisandreYourself. Sky Atlantic retweeted their favorite pictures and that way not only created buzz, but also helped promote the app, which was recently acquired by Facebook.

You can access the Future of TV hub here.Sign up to receive The Drum's Future of TV newsletter.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis