(Student digital Case Study)
In 2014 Advertising Agency DBB was given the task to promote the 4th season of Game of Thrones in New Zealand and simultaneously encourage current and new Sky members to join its paid channel SoHo. Through the use of Brandwatch Analytics, DBB was able to measure high social engagement on social media between GOT Fans, they were then able to use analytics to identify which was the most influential theme in the show. This leads them to use King Joffrey’s character after sentiment analysis showed that he elicited the most passionate commentary. The Agency erected a 7-metre statue of King Joffrey which was connected to a wench that would rotate when social media users posted #bringdowntheking on twitter. The topic immediately began trending with people in the area sharing videos online of the statue slowly falling, this encouraged more users to participate resulting in over 875,000 interactions and a global reach of over 43 million people before the statue was brought down. This became the largest Livestream in Australasian history.
Takeaways
- use of analytics and sentiment analysis was vital in ensuring the right character was chosen so as to maximize on the passionate emotional reaction of social media users, this increased the reach of the campaign to a global audience.
- Although the campaign was successful in terms of reach and interactions, it would be interesting to see how many conversions to the SoHo channel were a direct result of the campaign.
- The Campaign was influenced by a similar stunt campaign from 2013 in England by GOT where a Dragon skull was planted on a British beach.
-
Dragon skull
References.
- https://studentcentral.brighton.ac.uk/bbcswebdav/pid-3029519-dt-content-rid-5621924_1/courses/IT382_2017/Game%20of%20Thrones%20Case%20Study.pdf
- http://www.adweek.com/creativity/giant-dragon-skull-washed-british-beach-ad-game-thrones-151224/
- http://www.adweek.com/agencyspy/ddb-new-zealand-to-bring-down-king-joffrey-for-sky-tv/64476