We've all heard of binge-watching marathons. But European broadcaster Sky has taken that one further and staged an actual running marathon to promote the new season of "Game of Thrones."
The stunt saw a group of marathon runners cross Italy behind a moving screen on a truck, while watching the first six seasons of "Game of Thrones." Orchestrated by M&C Saatchi Milan, the race began in Rome and ended at the appropriately medieval-looking Sforzesco Castle, for a last stage that involved hundreds of other "Game of Thrones" fans. There, they got to watch the premiere of season seven, broadcast on Sky Atlantic simultaneously with the U.S.
Luca Scotto di Carlo e Vincenzo Gasbarro, executive creative director and partner at M&C Saatchi Milan, said in a statement: "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."
Sky is not the first brand to use a running event this year to promote an entertainment property -- earlier in the year Paramount staged a slo-mo marathon in L.A. to promote the "Baywatch" movie. Meanwhile we're wondering if binge-watching/running marathons could catch on. They could they be a cure for the obesity crisis, no doubt exacerbated by our extreme streaming tendencies.