Placing M&M’s Red and Yellow in an alternative Game of Thrones universe, without mentioning Game of Thrones.

The online chatter around Game of Thrones final season was immense. From fan theories to disappointments, Twitter was flooded with posts around the show. M&M’s wanted to align with the chatter in a more agile way, without the lengthy and restrictive process of partnering with the series. So we created an alternative memeiverse that reflected key moments and audience reactions without explicitly mentioning the series. Using a “war room” approach, we worked alongside, designers, client and data analysts, watching the show live together and tracking online chatter. We were able to quickly turn around our memes and match them with copy that aligned with the show, reflecting current trends and discussions.

As with many activations when brands align with popular culture, our memes sparked some glorious reactions.

And, in the holy grail of online activations, we were rewarded with our very own counter meme.