To promote the premiere of Game of Thrones, we leveraged the support of fans globally for our local campaign by giving them the one thing they all wanted - the chance to bring down King Joffrey.

We erected a 7m statue of Joffrey in NZ’s largest public square, then invited fans worldwide to bring him down via a giant medieval winch that was activated every time #bringdowntheking was used on Twitter.

They could watch the progress via our live streaming website for the duration.

The stunt immediately trended on twitter, and remained trending for all 5 days of the stunt. Daily videos garnered hundreds of thousands of views. After tweets from 130 countries and global reach of 66 million people, he was finally brought down.

The campaign was the most watched live stream in Australia and NZ history, and there was a 20% audience increase on the previous year’s premiere.

We erected a 7m statue of the world's most despised character in NZ’s largest public square, then invited fans to bring him down via a winch that was activated every time the hashtag #bringdowntheking was used on Twitter. Hundreds gathered each day to tweet at the statue live, while those overseas watch progress via our website, which live streamed the event for the whole 5 days. As the rope pulled tighter, thousands gathered to add their voices to the cause until eventually, the King was brought down.

#bringdowntheking trended on twitter from the moment the campaign started until the day after it went down, at many points highest trending. Thousands of people visited the activation in person, while tweets came from 130 countries, including Antarctica. It was the most viewed live stream in Australasian history, with an average time of 3mins spent on the mobile site. The campaign reached 66 million people, with 875,000 direct interactions, plus thousands of photos and videos posted to instagram, tumblr and youtube. In the four days leading up to the international premiere, one in every twenty conversations about Game of Thrones worldwide was about our campaign and in turn, our client.