Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

HBO - Game of Thrones

How HBO joined forces with Metro to create a spoiler-free edition of the newspaper following the season five finale of Game of Thrones.

Game of Thrones fans know to avoid social media if they're waiting to digitally download an episode, but it's particularly difficult to avoid spoilers after a season finale.

HBO partnered with Metro to create a spoiler-free edition of the paper, to effectively ensure a 'safe zone' during consumers' journeys to work.

On 16 June, the morning after the final episode of Game of Thrones series five was broadcast on Sky Atlantic, Metro replaced 'spoiler' editorial with redacted content under the headline 'All Eyes On The Throne'.

The special edition was promoted on the front page and included an opportunity for fans to have a selfie with a real-life White Walker, who was making his own way to work via the Northern Line.


  • Download sales were up by 600% on iTunes and 300% on Amazon compared to Season 4
  • The series dominated the iTunes chart on release day and remained number one for over a month
  • Overall, Season 5 sales were up +75% on Season 4

We wanted a campaign that was part of the conversation, not trying to engineer something new; something that would cut through the noise and offer a compelling story of its own, built around one key message.

Colin Smith, director, UK, HBO Home Entertainment

Get in touch

120 Charing Cross Road

020 7839 8935


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never