Case Study: MediaMarkt boosts DVD sales with Wunderman Thompson’s Game of Torrents campaign

MediaMarkt - Customer Case Study

MediaMarkt, Belgium’s largest electronics retailer, wanted to promote TV series deals ahead of the DVD and Blu-ray release of Game of Thrones season seven, but faced a challenge: the show was the most illegally downloaded TV series ever. Wunderman Thompson was brought in to help turn this piracy audience into a target group, using subtitles as the key format.

Wunderman Thompson created “Game of Torrents,” uploading altered subtitle files on major subtitle-download sites so pirates would encounter messages exposing their illegal behavior and teasing spoilers, before offering legal alternatives and discounted series from MediaMarkt. The campaign’s adapted subtitles were downloaded more than 26,000 times, and DVD sales during the promotion rose 17% versus the same period the year before.

MediaMarkt