#RoastJoffrey

Challenge:
HBO wanted to keep “Game of Thrones” fans engaged during a crucial time between seasons, and build anticipation for Season 4 of the show.

Insight:
Among TV’s leading villains, 360i’s social listening analysis found that King Joffrey Baratheon was the most hated character on the Internet in 2013. Out of 35 characters tracked, Joffrey was associated with the word “hate” 83,000 times – that’s 3.5 times more than the second-most hated character, Walter White, and approximately three times per hour of every day last year. That’s a lot of hate.

Strategy:
HBO and 360i launched the world’s first-ever social media comedy roast for King Joffrey Baratheon – the character the Internet loves to hate.

For the two-day roast, Citizens of Westeros were invited to come together and vent their Joffrey frustrations with fellow fans and influencers. The @GameofThrones handle hosted and moderated the live event, and all #RoastJoffrey content – punch lines, video and worst-of moments – was aggregated within a single feed capturing the experience at RoastJoffrey.com.

The event kicked off with digital invitations, a dedicated platform to showcase the action and a social newsroom to respond to roasters in real-time. Taunts and jokes poured in from Twitter, Facebook, Instagram and Vine for 48 straight hours. Fans, influencers, content creators, celebrities – even the cast of “Game of Thrones” – all got involved.

Results:
In just 48 hours, we generated more than 60,000 roasts, and #ROASTJOFFREY trended nationally within an hour of launch. We received over 850 million impressions and other brands – like Oreo, JCPenney, and Charmin – joined the fun, too. The roast garnered massive positive media attention and coverage in over 140 outlets, including Entertainment Weekly, Hollywood Reporter, Vanity Fair and more.

Our reach was international with roasts coming in from thousands of miles away, and HBO saw a 367 percent increase in "Game of Thrones mentions" year over year. Most importantly, the effort strengthened HBO’s ties with “Game of Thrones” fans, sparking a frenzy of social buzz during the show’s off-season.

[an icon of a projection screen] WORK

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