Sky – Game of Thrones Marathon

To create a buzz around the new Game of Thrones season Sky Italia gave a new definition to the term binge-watching. The broadcaster came up with the Game of Thrones Marathron, asking runners to complete an ultra-marathon while simultaneously watching all 60 episodes behind a moving screen on a truck. The race kicked off in Rome and took runners across the Italian countryside and ended at Sforzesco Castle in Milan. There, thousands of fans stayed up until the early hours of the morning to watch the premiere of Game of Thrones season seven.