Alongside the start of the new series of Game of Thrones (GOT) Sky hired marketing company DDB to try and penetrate the New Zealand market in an attempt to promote it’s new paid channel Soho (Game of Thrones Case Study.pdf). DDB utilized Brandwatch Analytics to identify the main themes that were prolific in the eyes of the current viewers, the hatred of King Jeoffrey (one of the more darker characters) was especially poignant in this market and a campaign to take advantage of this was created. They created a life sized version of Jeoffrey and put a noose around his neck, the current viewership identified with this figure and started taking pictures and sharing them on social media. Alongside these pictures onlookers put the hashtag #bringdowntheking which tightened the noose around the King’s neck, this aided DDB’s campaign to reach a wider audience where they were able to record 875,000 interactions on twitter and reaching 43 million people in 168 countries. In addition to this they were able to get attention from local and national news networks that conveyed the sentiment of the show to the potential market, achieving the aims outlined by Sky. This is an example of a campaign that is not immediately accessible to the potential market however, by using the strong feelings of the current market they were able to stimulate enthusiasm and curiosity for the cause.