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In 2014, SKY employed DDB to create a tactical marketing campaign in order to convince New Zealanders to sign up to SKY. To do this, DDB used Brandwatch Analytics in order to observe social media conversations regarding Game of Thrones. By doing this, they could determine the most popular (and also most hated) character in the show, which they could then use to their advantage when attempting to create a successful marketing campaign.  They were able to create Australiasia’s largest live streaming event in history by creating a 7 metre tall statue of Joffrey and hanging a noose around his neck, which in turn, generated worldwide exposure through a popular twitter hashtag “#bringdowntheking”.

Here is a link to an informative webpage on the campaign: https://www.nzherald.co.nz/entertainment/news/article.cfm?c_id=1501119&objectid=11231467

Three takeaways from the case:

• Brandwatch is an extremely useful tool for analysing social media data and trends globally, and locally.
• DBB’s campaign was able to reach 43million people in 168 countries, and with Brandwatch Analytics; DBB was able to record 875,000 individual interactions.
• Uniting viewers on their hatred of a popular TV series character is an extremely effective marketing campaign.

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