So what would you actually do in a Game of Thrones campaign?

How do you actually run a game there, on Westeros, for a group of gamers that are presumably all within the spectrum of game-of-thrones fans; running from the guy who has seen several but not all episodes, to most of the group having seen all the show, to a couple having read all the novels, to the guy who has read not only the novels but engaged in reading anything and everything about Game of Thrones, including fan fiction and lengthy discussions/speculations on internet forums about it?





What would you do that would work for all of them?



What would actually be interesting about playing in Westeros and how would it be different from, say, a Greyhawk campaign?

So what would you actually do in a Game of Thrones campaign?