As streaming services such as Netflix, Hulu and Amazon are now both ubiquitous and the preferred means of entertainment consumption for many people, the formula of the weekly television episode has become increasingly obsolete.

Game of Thrones, HBO’s massively successful centrepiece, will be premiering its final season this weekend. It will serve as one of the final examples of the weekly episode formula operating on a scale with millions of viewers. In the UK, Sky Atlantic will be showing the episodes, and Sky has collaborated with Volvo to create a nationwide ‘7 Kingdoms Tour’.

 The 7 Kingdoms Tour is the latest development in Volvo’s prosperous partnership with Sky Media, which began in 2014 and was facilitated through Mindshare, a marketing group of which Volvo is a client. The relationship has helped Volvo expand its market share through repositioning its public perception as a progressive and innovative brand.

The tour will feature a convoy of seven Volvo cars, each of which will be based on a kingdom from the mythical land of Westeros in Game of Thrones. The cars will transport the iconic Iron Throne from the series to seven UK cities, beginning in Dublin, and for two day in each city its residents will have the opportunity to sit in the beloved set piece. One of the tour’s stops is King’s Cross station in London, home to Platform 9 and ¾ from the Harry Potter franchise, another universally recognisable set piece.

Volvo’s brand exposure will continue beyond the tour, as Game of Thrones fans will have the chance to win a brand-new Volvo XC60 Momentum through the official Game of Thrones talk show, Thronecast. Georgina Williams, head of marketing at Volvo Car UK, says, “Game of Thrones is one of the most anticipated TV series in recent memory. The excitement and thrill around the show is something we are really pleased to be part of. Our partnership with Sky Atlantic has been the perfect brand fit and helped us successfully reposition Volvo in the UK market.”

This Sunday, millions of people across the globe will tune in for the beginning of a definitive pop culture event. With that level of exposure, it appears Volvo’s partnership with Sky Media will serve it well into the coming months and beyond.