This blog will analyse how the use of social media and Brandwatch analytics enabled Sky to turn their campaign global.
Background
Game of Thrones, at the time of print, was the world’s most popular and talked about TV show. The recent launch of Season 4 acted as a marketing opportunity for Sky, who held the exclusive broadcasting rights to the show in New Zealand. With Sky in place in approximately 1.6 million households in New Zealand, however, they were only streaming the show for approximately 29.8% of households. By enlisting DDB, the most influential advertising group in the country, they aimed to promote the paid channel SoHo, home of the program, to current Sky subscribers whilst also hopefully enlisting new subscribers to Sky/SoHo.
Through the utilisation of Brandwatch analytics, DDB was able to identify themes throughout the show that watchers most engaged with through chatter on online platforms. The most heavily discussed theme DDB found was King Joffrey and users hatred for the character. From this, DDB constructed a well thought out campaign which demonstrated Sky’s passion regarding their content, beyond the realms of traditional or digital media. A statue of King Joffrey himself was constructed in Aotea Square, Auckland; a large and frequently visited public space in New Zealand. This was live streamed, and users were encouraged to #bringdowntheking through the use of the hashtag. As more users participated, every tweet that included the hashtag would turn the winch, tightening the rope which would eventually execute the ‘King’.
Examples of Twitter fans involved in #bringdowntheking :
I'm helping to bring King Joffrey down, the statue must fall! #bringdowntheking #GOT http://t.co/Fvyh2oNM0U
— Brandy (@Urbanbuffy) April 7, 2014
I'm going to cry if they don't #bringdowntheking soon
— Ruby, but in a 🎃 (@RubyRoug) April 7, 2014
During this process, Brandwatch was used to find opportunities for campaign growth, as well as tracking and analysing the use of the hashtag. By charting the volume of mentions per hour, grouped by country, they were able to examine the engagement rate in each region. Following this, if a country has fallen behind significantly, DDB reached out to local Game of Thrones communities in their native language. This approach showed a much higher engagement rate in Brazillian and French markets which previously the agency had struggled to generate interest. The final statistics showed it had reached 43 million people in 168 countries, with 875,000 individual interactions relating to the campaign.
Examples of impact reached by locals taking photos and posting online:
Our photographer @Oliver_Rosser was at Aotea Square and caught Joffrey mid-dive. #GoT #bringdowntheking pic.twitter.com/rGFHbGsovP
— Auckland Live (@AucklandLive) April 7, 2014
My takeaway
My take on this case refers to the use of Brandwatch throughout the campaign. Data is revolutionising how companies attain greater customer responsiveness and gain greater customer insights. Brandwatch, in this case, was able to analyse online traffic to discover the most discussed theme of the program which enabled DDB to create a campaign strategy likely to cause the most traction. The hashtag #bringdowntheking has opened a communication channel for individuals with similar interests, whilst also sparking curiousity for those who previously weren’t interested in Game of Thrones. Users will question, “What is Game of Thrones?”, “Who is King Joffrey?”, and from this engagement has been achieved due to Brandwatch’s original analysis of online chatter.
By adopting an approach beyond the realms of traditional/ digital media through the construction of the King Joffrey statue, further engagement has occured. Passers by Aotea Square, who do not have any knowledge/ interest in the program are likely to take photographs of the new figure. Some will take to social media to ask “Who is this statue of/ why is it here?” or “Why is there a statue of King Joffrey in the Square?” which again is adding more traction to the campaign. With crowds gathered in the square and millions watching online, ready to witness the moment King Joffrey made impact with the pavement, it is safe to say the campaign was a global success.
The reason this campaign was able to have such high interactions and a interactive campaign was due to the specific market research Brandwatch enabled them identify, and with 43 million people in 168 countries reached, the initial analysis definitely seems worthwhile.
References:
YouTube. 2017. Everybody hates Joffrey – Game of Thrones – YouTube. [ONLINE] Available at: https://www.youtube.com/watch?v=DgzwkO0nEKY. [Accessed 9 October 2018].
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