Recent onlookers in Auckland’s Aotea Square will have been shocked to find the most hated man in Game of Thrones to be awaiting his execution. King Joffrey stood helplessly with a noose round his neck waiting for public outrage to tighten the knot, with Twitter users tweeting “#bringdowntheking” to tighten the winch.
According to the Brand Watch case study, this ingenious marketing campaign was the brain child of DDB Group, one of New Zealand’s leading communications agencies; reaching over 43 million people in 168 countries and recording nearly 875,000 individual connections .The aim of the campaign was to reach New Zealanders who had not yet been swept away by the global phenomenon. Appealing to current Game of Thrones fans, the campaign took the most hated man in television history and issued this challenge “It takes millions to bring down a king, but does he deserve it?”.
Using big data analysis, provided by Brand Watch, DDB were able to track which participants had the highest number of followers and then further engage the individuals by offering them a further statues “ie an honorary member of House Stark, including visual badge share”. The campaign reached its climax after a vast New Zealand audience from being repeatedly broadcasted news websites and social media websites.
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