Joffrey’s Final Exit: A Game of Thrones Campaign

A campaign launched in order to boost ratings of specific countries, reached 43 million people in 168 countries.

The company ‘DDB’ worked alongside Brandwatch in order to develop ‘Big Data’ to assist in identifying and extracting information from New Zealand’s, less than responsive fanzone.

Brandwatch analytics advised DDB to create a focal point, (in this case the world-wide shared hatred for Joffrey Baratheon), through means of a well established sentiment analysis.

Upon this advice, DDB proceeded towards the ultimate assassination by building a 7m statue of the young king atop a plinth, situated in a centrepoint of Auckland, NZ, complete with winch, noose and a live stream transmittance.

Attached to the live stream, came the trend #BringDownTheKing, whereby every tag, led towards the demise of the GoT character (as the noose was tightened per tag).

Gordon, Michael.D (2014) states that busiensses can use social media analytics in order to change consumer interests and tastes or even to influence other users as well as to aid in campaign effectiveness; essentially what led to this campaign succeeding to the scale that it did.

Witness a fan’s view of the downfall, below:

https://www.youtube.com/watch?v=783VNqINDCQ

Another example of a live stream campaign can be seen here: also backed up through twitter http://vertdigital.com/work/weather-channel-tornado-week-twitter-marketing/ which

Brandwatch also assisted with tracking progress of participants of the campaign, usually with the largest amount of followings, in order to engage with them personally, creating a personalised house-badge for that user which they could then share in order to gather more publicity to their engagement with the campaign, as well as boosting the GoT brand.

BW analytics gathered over 875k individual interactions relating to the campaign and also depicted other useful recording characteristics, such as powerful filters and a fast/responsive interface.