BRING DOWN THE KING

Short List
TitleBRING DOWN THE KING
BrandSKY TELEVISION
Product / ServiceGAME OF THRONES SEASON 4 LAUNCH
CategoryE01. Social
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant Company DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Production Company FINCH Auckland, NEW ZEALAND

Credits

Name Company Position
Shane Bradnick DDB Group New Zealand Executive Creative Director
Chris Schofield DDB Group New Zealand Creative Director
Haydn Kerr DDB Group New Zealand Digital Creative Director
Rory Mckechnie DDB Group New Zealand Creative
Adam Thompson DDB Group New Zealand Creative
James Blair DDB Group New Zealand Senior Account Director
Georgia Newton DDB Group New Zealand Account Manager
Tania Jeram DDB Group New Zealand Agency Producer
Judy Thompson DDB Group New Zealand Executive Agency Producer
Paul Pritchard DDB Group New Zealand Digital Director
Liz Knox DDB Group New Zealand Digital Executive Producer
Sam Schrey DDB Group New Zealand Senior Digital Designer
Cameron Crosby DDB Group New Zealand Lead Developer
Cain Coulton DDB Group New Zealand Developer
Sean Brown DDB Group New Zealand/Mango Senior Account Director
Eleisha Balmer DDB Group New Zealand/Mango Senior Account Manager
Jason Vertongen DDB Group New Zealand Lead Designer
Jack Murphy DDB Group New Zealand Social Planner
Michiel Cox DDB Group New Zealand Digital Planner
Troy Goodall IDC Photographer
Rob Galluzzo Finch Executive Producer
Michael Hilliard Finch Executive Producer
Camilla Dehnert Finch Producer
Bruce Everard Finch Production Designer

Creative Execution

We erected a 7m statue of Joffrey in NZ’s largest public square, then invited fans worldwide to bring him down via a winch that was activated every time the hashtag #bringdowntheking was used on Twitter. Every time they talked online about the show, they could simply add our hashtag to help get rid of the world’s most despised character at the same time. They could watch progress via our website, which live streamed the event for the whole 5 days.

#bringdowntheking trended on twitter from the moment the campaign started until the day after it went down. Ratings were 20% higher than the previous season’s premiere. Tweets came from 130 countries. Our website was the most viewed live stream in Australasian history. Total reach was 66 million, with 875,000 direct interactions, and thousands of photos and videos posted to Instagram, Tumblr and Youtube. One in every 500 kiwis tweeted about the campaign, and leading up to the international premiere, one in every twenty conversations about Game of Thrones worldwide was in reference to our campaign and in turn, SKY.

To promote the 4th season premiere of Game of Thrones on premium SKY TV cable channel SoHo, we wanted to demonstrate we were just as fanatical about good programming as the fans who watch it. We knew there would be a social media frenzy around the premiere. To show this fanatical commitment, we wanted to make sure we were a major part of that conversation. As well as being seriously passionate about the show, the fans are seriously passionate about hating Joffrey. They were already talking online about the new season and how much they despised him, and we tapped into this feeling, by giving them the one thing they all wanted - the chance to bring down King Joffrey.

Links

Website URL