In the most successful social media campaign in New Zealand to date, King Joffrey tumbled to the ground in Aotea Square on April 7, only a few days after the campaign started, and just in time for the highly anticipated launch of the fourth season of the cult TV series Game of Thrones.
In partnership with DDB Group New Zealand, SoHo, SKY New Zealand’s premium entertainment channel, gave audiences across the globe a unique opportunity to bring down one of the most hated fictional characters of all time, King Joffrey.
Through a world-first experiential and social media event, Game of Thrones fans were challenged to use their collective voices through the power of social media to topple the king, using the hashtag #bringdowntheKing.
DDB coordinated the production of a giant 22-foot statue of King Joffrey with the help of production company Finch. The statue was erected in Aotea Square, one of Auckland’s largest public squares. There was a rope positioned around the King’s neck, attached to a winch, and fans metaphorically pulled the statue down by using the hashtag on Twitter. With every tweet, the statue moved one cog closer to toppling.
Participants and fans were able to stay abreast of the campaign progress and webcam live stream by visiting bringdowntheking.com.