Here's the thing: catching up with a beloved TV series can feel daunting—six full seasons is a significant commitment. For Game of Thrones Season 7's launch, Sky Italia wanted latecomers to binge-watch the complete back catalogue. But their new content strategy, shifting from simple appointment viewing to creating experiences worth talking about, became the key to making that commitment feel less daunting and more desirable.

The traditional approach would have been straightforward: promote the box sets, remind people to catch up, count down to the premiere. But when it comes to the most spectacular television series ever made, a marathon viewing session on the sofa simply isn't enough. The question became: how do you match the epic scale of the content with an equally epic invitation to engage?