To drum up excitement over the new season of Game of Thrones, a British TV network hosted the ultimate marathon: an epic ultra across Italy.
To watch the show, you had to keep up.
Sky teamed up with ad agency M&C Saatchi Milan to pull a massive TV screen through the Italian countryside, screening 60 episodes of Game of Thrones to runners. The race was divided into several stages, according to Ad Week, but some marathoners ran 350 miles to catch all the episodes.
The race ended at Sforza Castle in Milan, where other fans joined to watch the first episode of Season 7.
That's some serious commitment.