For the launch of Game of Thrones season seven, Sky and M&C Saatchi created the first TV marathon actually run by fans of the award-winning show.
A group of marathoners addicted to the TV series crossed Italy behind a moving screen, while watching the first six seasons of the most followed series in the world.
An epic adventure, beginning in Rome, continued despite heat and pain, across Italy’s countryside and villages. Through true passion and grit they conquered the course and crossed the finish line, Sforzesco Castle, for a spectacular last stage that involved hundreds of other Game of Thrones fans.
After the marathoners arrived at Sforzesco Castle, their bravery and determination was awarded in the best possible way for a Game of Thrones fan. There, thousands of Italian fans stayed up until the early hours of the morning to watch the premiere of Game of Thrones season seven, broadcast exclusively on Sky Atlantic simultaneously with the USA.
Luca Scotto di Carlo e Vincenzo Gasbarro, Executive Creative Director & 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.”
This record-breaking weekend was met with huge ratings for the universally loved show, and a sell out for all the activities organised at the Sforzesco Castle to celebrate the upcoming new season.