#BRINGDOWNTHEKING|短视频|广告营销案例【ADGuider广告指南】

# BRINGDOWNTHEKING

案例简介：创意执行: 我们在新西兰最大的公共广场竖立了一尊 7 米长的乔佛里雕像，然后邀请全世界的粉丝通过绞车将他击倒，每次推特上使用 # bringdowntheking 标签时，绞车都会被激活。每次他们在网上谈论这个节目时，他们都可以简单地添加我们的标签，以帮助同时摆脱这个世界上最受鄙视的角色。他们可以通过我们的网站观看进度，该网站连续 5 天直播活动。 # Bringdowntheking 在推特上的趋势从竞选开始的那一刻起，直到它下跌的第二天，在许多点的最高趋势。推特来自包括南极洲在内的 130 个国家。这是澳大利亚历史上观看次数最多的直播流，平均在网站上花费 3 分钟。这项活动吸引了 6600万人，有 875,000 人直接互动，还有成千上万的照片和视频发布到 instagram 、 tumblr 和 youtube 上。在国际首映前的四天里，全世界每二十次关于《权力的游戏》的对话中，就有一次是关于我们的活动，反过来也是关于我们的客户。为了在高级天空电视有线频道 SoHo 上宣传《权力的游戏》第四季首映，我们想证明我们和观看它的粉丝一样狂热。我们知道在首映式上会有社交媒体的狂热。为了表明这种狂热的承诺，我们想确保我们是那次谈话的主要部分。除了对这部剧充满热情之外，粉丝们也非常热衷于憎恨乔佛里。他们已经在网上谈论了新赛季，以及他们有多鄙视他，我们挖掘了这种感觉, 给他们一个他们都想要的东西 -- 扳倒乔佛里国王的机会。

# BRINGDOWNTHEKING

案例简介：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, at many points highest trending. 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 website. 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. 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.