The campaign resulted in 111% ratings increase in Season 3 premiere and 204% ratings increase for finale, respectively, over Season 2. In addition, Season 3 trailer on YouTube was viewed 14 million times within 24 hours compared with 5 million for Season 2. We are not done yet: Facebook fans more than tripled to 6.4 million and Twitter quadrupled to 873 million followers, thanks in part to the campaign, which aimed to transform anticipation for Season 3 into a massive interactive experience linking advertising, events, digital content, fan art, PR and social media.

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