We’ve all heard about King Joffrey’s decapitation via social media in 2014, New Zealand. It was unarguably one of the most interesting and passionate promotional stunts the world has seen.
I mean common? Who woudn’t want to behead the King of the Iron Throne?
New Zealand’s SKY TV wanted to attract some new customers, and what better way to do it than associate with the New Season of the most popular TV show? With every Tweet #BringDownTheKing, the rope around the statue would tighten till eventually crumbling.
Nobody likes to watch advertisements, read about them or even hear about them. In a way, no one likes to be told what to do, or what to buy. Or in this case, what satelite company to join.
Allowing an interactive platform creates an emotional bind between parties (Consumer and Business). It is said that more friendships arise from bonding over mutual hatred rather than mutual love for another. In this case, SKY TV did well, exploiting the Nations Fans into causing a mass media riot in regards to the statue, inevitably causing concern and sprouting curiosity for those who have not see the Award Winning Series.
How did they maximise efficiency regarding the characters exploitation? Brandwatch. A social media monitoring and analytical platform tool designed to track and categorise statistical analysis of those who interact with the stunt. For a leading Marketing company, this is a vital tool to stay ahead of the game and develop an understanding of who, how, where and what factors are contributing to the event and “hype” igniting the flame of Marketing Massacre concerning GoT. This did not only allow is to see who was participating, but “how” and on what other social media platforms were being used leading traditional TV Satelite companies to be nudged in a way.
This Marketing stunt did not only prevail, but achieved maximum end result.
Tracking the social media movement allowed them to be efficiently strategic in a sense.