The now-infamous "Starbucks" coffee cup in Game of Thrones has provided the coffee chain with an estimated $2.3 billion in free advertising, according to a marketing CEO.

Speaking to CNBC, Stacy Jones of Hollywood Branded estimated the value of people discussing Starbucks and Game of Thrones online, on TV, and radio, at $2.3 billion. "This is a once-in-a-lifetime collision of opportunity," Jones said. "But really, this is just the tip of the iceberg, because what isn't being monitored or estimated is the word of mouth and social media on top of this."

Given that the cup wasn't even theirs, the company must be feeling as smug as Cersei right now.

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