BRING DOWN THE KING

Silver Spike

Case Film

Presentation Board

TitleBRING DOWN THE KING
BrandSKY TELEVISION
Product / ServiceGAME OF THRONES SEASON 4 LAUNCH
CategoryB04. Consumer Services
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 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

The Brief

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 watched it.

Describe how the promotion developed from concept to implementation

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. So we gave fans the one thing they all wanted, the chance to bring down King Joffrey. We erected a 7m statue of the King 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. They could watch progress via our website, which streamed the event for the whole 5 days.

Describe the success of the promotion with both client and consumer including some quantifiable results

#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.

Explain why the method of promotion was most relevant to the product or service

Game of Thrones is a show people are seriously passionate about, and they’re seriously passionate about hating Joffrey. They were already talking online about the new season and how much they despised him, (Game Of Thrones trended the whole weekend too) and by simply adding our hashtag they could help bring an end to the king who has caused the realm and viewers so much pain. They’d been itching for a chance to get revenge for 3 seasons, and we finally gave it to them - reinforcing our stance of being just as fanatical about good TV as fans are.