The fourth season of Game of Thrones premiere on HBO last night, and Twitter was more than ready for it. Starting Friday, April 2nd and leading up to Sunday night’s premiere 344.3k tweets came from 206.8k contributors, for a unique reach of 112.1M Twitter users, all around Game of Thrones.
The most retweeted tweet came from the actress who plays Sansa Stark on the show, Sophie Turner:
Today is the day #GoTSeason4
— Sophie Turner (@SophieT) April 6, 2014
With over 3k retweets and 2k favorites, this tweet was followed closely by one from the official show Twitter account, reminding us all that the next installment is only a week away:
— Game Of Thrones (@GameOfThrones) April 7, 2014
Shows and actors getting more involved in the social conversations around their work is an important trend in social television, and the engagement from fans and followers shows it’s a smart move. Fans feel like they’re getting special access to their favorite shows and actors, and official accounts know what the ongoing conversation around their brand is. It’s hard to be surprised by a “sudden” turn in viewer sentiment if you’ve been part of the conversation all along.
HBO clearly knows this, and the top hashtags were all official hashtags supported and promoted by the brand:
The last hashtag leads to an in-depth behind-the-scenes section of HBO’s site, designed to help viewers understand the complex array of characters, relationships, and more behind the show, up to the current season.
Smart move to refresh viewers new and old alike and keep them engaged as season 4 rolls on.