How do you promote television series that are often watched illegally?

In anticipation of the worldwide release of Game of Thrones season seven on DVD and Blu-ray, MediaMarkt, Belgium’s largest electronics retailer, asked us to promote their best deals on television series. Sadly, Game of Thrones happens to be the most illegally downloaded TV show ever. Season seven was already pirated more than one billion times and broke all illegal download records. It was time to consider these illegal downloaders as a new target group.


We adapted online subtitles to show illegal downloaders a legal alternative.


We came up with Game of Torrents – a direct online marketing campaign to approach internet pirates. On the biggest download sites for subtitles, we uploaded alternative versions, because when you illegally download a film or series through torrent websites like the Pirate Bay, you need a matching file for subtitles. When internet pirates downloaded our files and watched their favorite show, we took them by surprise – the subtitles directly confronted them with their illegal download behavior. To tease them even more we dropped some spoilers. Eventually we offered them a legal alternative: the best deals on series at criminally low prices.

Next to Game of Thrones we also directly targeted fans of other popular TV shows MediaMarkt had on offer, with complete seasons of The Walking Dead, Vikings, Suits, Arrow, The Flash and The Big Bang Theory getting altered subtitles.

To highlight the campaign to the general public we had an illegal downloader talk about his addiction on social media. He got his life back on track thanks to the intervention of MediaMarkt.


The adapted subtitles have been downloaded over 26,000 times and counting, with sales of DVDs during our promo campaign increasing by 17% in comparison to the same period the year before.

Belgium Game Of Torrents casemovie v3

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