Name: Alejandra Lechnar

Social Media Marketing Audit

(aka Case Study)

Name of Company: SKY TV cable channel SoHo for Game of Thrones

Title of Campaign: #BringDownTheKing

Description of Products/Services: Television Show

Briefly explain the marketing challenges or objectives that this company faced
before implementing their social media strategy.

The marketing objectives this company faced before implementing their social
media strategy were to bring attention back to Game of Thrones and to engage
people with the show.

Who was/are the target market(s) of this campaign?

The target market of this campaign was twitter users and real world speculators
who would be curious about the statue.

What was the key message the campaign was designed to communicate?

The key message this campaign was designed to communicate was that the public
will finally get the moment they have been waiting for and will have the opportunity
to be a part of it.

Describe the campaign or social media marketing strategy the company executed.

The campaign strategy the company executed was a well thought out strategy that
included live feed with spectators in real time that were curious about what this
statue was about, online users who were familiar with the show, their friends who
saw their posts using the #BringDownTheKing, and online users who are not
familiar with the show and were curious about the trending topic. This strategy
compelled twitter users to get involved in bringing down King Joffrey and got people
excited and talking about the new season. Bringing down this statue would cause
twitter users involved with the hashtag to feel a sense of solidarity with others
involved.

What went well? What did they do right?

The company included both the real world and the virtual world. They gave the
public the justice they felt they deserved since most people grew to hate King
Joffrey because of his vicious acts against beloved characters. The company made it
feel like a game where everyone involved won.
What went wrong? What could they have done better?

The company did not really do much wrong but they could have added a
#ProtectTheKing hashtag to spark even more conversation within the community
and give the users a chance to compete against the opposing side.

What were the results or outcome of the campaign? If it was an unsuccessful

campaign, what takeaways were gained from this experience (for you and/or the
company)?

The results of the campaign were that they had thousands of fans watching and
tweeting, 875,000 direct interactions, they had a global reach of 66 million people,
and the statue was brought down. This livestream became the largest in Australian
history. One in twenty conversations about Game Of Thrones the night of the
premier were about SKY TV and #BringDownTheKing

Additional thoughts or comments: (Attach links to resources, campaign sites, videos,

etc. Supporting documents can be submitted as attachments in the Audit Dropbox
along with this file.)

This was a very creative, fun, and energetic campaign! The public loves to
interaction.
Campaign Link:
http://adsoftheworld.com/media/online/game_of_thrones_bringdowntheking