CAUTION. IF YOU HAVE NOT WATCHED THE MAY 22ND EPISODE OF GAME OF THRONES (what are you doing with your life?) DO NOT PROCEED. WE REPEAT: DO NOT PROCEED.
Now that we've absolved ourselves of any backlash for giving *SPOILER ALERTS*, we now take you back to Season 6 Episode 5 of Game of Thrones.
It was aptly called "The Door." The lovable giant Hodor has never uttered any word other than "Hodor" throughout the entire show. Even when Meera fantasizes about a hot breakfast, all Hodor does is chuckle "Hodor."
Bran gets lost in a vision of young (and speaking) Hodor just in time for all the White Walkers you could imagine to show up at the cave of the three-eyed raven and wreak havoc.
Meera is frantically screaming that she needs Hodor to help her escape with Bran. Bran hears her distant voice within his vision and wargs into past Hodor to control present-day Hodor.
Meera then asks Hodor to hold the door and prevent the wights from coming through and attacking as she tries to drag Bran to safety.
Hold the door.
Mind’s blown. This is what captured our minutes this week.
1. It nearly broke Twitter and consequently inspired some data analysis. According to Dave Goodsmith at DataScience, tweets containing "Hodor" peaked at 4,500 tweets a minute. The overall volume of tweets was 80,000 during and after the show.
Other character's names barely registered.
Though Jon Snow's revival earlier in the season had a volume of 100,000, Hodor clearly came in at a close second. If this doesn't demonstrate people's fixation, we don't know what does.
2. This pivotal scene elicited an emotional response in viewers. They weren't just mentioning it. They were crying about it and pouring their heartache out onto social media for all to feel.
It even translated into people's every day lives.
To mask the pain, some people just had to make a chuckle out of it.
Mark Turpin of The Yogscast took the cake for the best laugh (coupled with nervous crying) for this video that celebrated Kristian Nairn's character.
3. Brands jumped in on the trending hashtag to help promote their products. Ikea, everybody’s beloved Swedish home furnishings store, thought they’d sell more door stops this way.
Even when customers said it was too soon, Ikea just threw the love back at them (and kept the conversation going) with the Famnig Hjärta pillow.
Talk about taking a bold approach at getting your foot in the door (no pun intended, don’t hate us).
As much as it pains us to relive it, #HoldTheDoor was the winner for The Battle for Time because it generated hard-to-beat metrics, spewed content that was full of heart-felt emotion and presented an opportunity for brands to get in on the virality and push out their products.
At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.
What will win this week?