#Bringdowntheking|短视频,图文|广告营销案例【ADGuider广告指南】

# Bringdowntheking

案例简介：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。所以我们给了他们唯一想要的东西 -- 扳倒乔佛里国王的机会。我们在新西兰最大的公共广场竖立了一尊 7 米长的国王雕像, 然后邀请全世界的粉丝通过一个巨大的绞车把他弄下来，每次推特上使用 # bringdowntheking 标签时，这个绞车都会被激活。这一特技立即在推特上流行起来，并在整个竞选期间保持流行。前来观看雕像的人在网上分享了成千上万张照片和视频，我们自己的每日视频获得了成千上万的观看。到了第五天，绞车就把雕像放在了断裂点。成千上万的粉丝聚集在一起几个小时，发推特，观看，而海外的粉丝可以通过我们的直播网站观看整件事。最后，在首映当晚的下午6点左右，在与我们的活动和全球 875,000 人的 6600万直接互动后，这座雕像被拆除了。这场运动是澳大利亚历史上最大的现场直播，在首映式当晚，在所有关于《权力的游戏》的对话中，20 人中就有一场是关于 # bringdowntheking 和天空电视台的。

# Bringdowntheking

案例简介：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. So we gave them 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 massive winch that was activated every time the hashtag #bringdowntheking was used on Twitter. The stunt immediately trended on Twitter, and stayed trending the entire duration of the campaign. Thousands of photos and videos were shared online by those who came to see the statue, and our own daily videos garnered hundreds of thousands of views. By the 5th day the winch had the statue at breaking point. Thousands of fans gathered for hours leading up to the moment, tweeting and watching, while those overseas could watch the whole thing via our live streaming website. Finally, at around 6pm on the night of the premiere, after 875,000 direct interactions with our campaign and a global reach of 66 million people, the statue was brought down. The campaign was the largest live stream in Australasian history, and of all conversations about Game of Thrones worldwide on the night of the premiere, one in twenty was about #bringdowntheking, and SKY TV.