By Randy Astle in News
on Friday, January 27th, 2012
"...All of this greatly expanded HBO’s audience for the new season, which reached 8.7 million viewers, and along the way hardcore fans were also offered a series of puzzles, embedded in each phase, that allowed them to advance along the “Maester’s Path” and unlock footage from the shows. The site is still live at http://themaesterspath.com and is well worth exploring. Social media was included throughout the campaign, and one important component of mastering the Maester’s Path was recruiting five other users.
Along the way Coulson learned several lessons he shared with us. Some include:
* In an increasingly digital world, physical objects can surprise and delight.
* Nothing creates story more evocatively than great actors.
* When world-building, define the experience as a story and you will find the story in the experience.
* Use live events to congregate communities.
* Use the community you’ve created to reach out and expand the community; deputize them by allowing them a creative role.
* Be like “old Lego,” which let users determine what to create out of their blocks, rather than “new Lego,” which predetermines what each set is designed to build. Create the materials and give users free range.
* Everything you need to know about marketing you can learn from magicians, the technique they use to tell a story/perform a trick...."
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