Game of thrones the most watched series on telivision in recent years, it’s fan base has expanded every season. After every episode it is the major talking point on social media. The “Game of Thrones” season finale smashed a series record for ratings, attracting 12.1 million viewers, according to Nielsen
https://www.nytimes.com/2017/08/28/arts/television/game-of-thrones-finale-sets-ratings-record.html
SKY which is a pre-eminent pay television broadcasting service in New zeland. There are approximately 1.6 million households in New Zealand. As of 30 June 2012, SKY’s pay television serviceshad a residential household penetration of approximately 49.4% and oit also has exclusve rights to broadcast Game of thrones
DDB is New Zealand is the country’s most influential advertising group, comprising brand, digital, PR, experiential, design and instore solutions all in one offering.They have won numerous awards, including the Most Effective Agency Of The Year award in 2012 and 2013.
The Goal is SKY breifed DDB to create a campaign on a small budget to gain more subscribers however, the challenge was that the audience SKY needed to reach had previously dissmissed the show as “not for them” so they needed to infect those with the same excitment and eagerness about the show as what has been seen on online comunities. Targetting existing fans was not the primary goal but it was good to target this group to get momentum behind the excitment of the anticipation for the new season so it could capture the attention of the non fans.
Brandwatch is one of the worlds leading social media monitoring and analytical platforms, and it was used to Brandwatch Analytics to listen to conversations around the TV show in New Zealand, DDB was able to identify the most influential themes within the show. and not very surprisingly King joffrey was the centre of most discussions.
From this came the idea to challenge a post online on twitter surrounding the king joffery controversy which even lead to ‘Game of Thrones’ Fans’ Tweets Bring Down King Joffrey Statue. Every tweet that included the hashtag #bringdowntheking so By using Brandwatch Analytics to optimize their activity, DDB was able to record almost 875,000 individual interactions relating to the campaign.
