#BringDowntheKing – GoT’s Guerilla Marketing

I’m sure many, if not all, of you are familiar with the HBO series Game of Thrones. For those of you who aren’t (you should be ashamed), Game of Thrones is based on a book series written by George R.R. Martin called A Song of Ice and Fire. 

One of the characters who is presently King in the fictional region of Westeros is King Joffrey, who is basically a mythical version of Justin Bieber. Everybody hates him; yet, for some reason, he rules the country with an iron first. He’s also a douche-bag. Excuse my French. Anyhow, the Game of Thrones new season is premiering this week and, as a marketing strategy, HBO has began a campaign called #BringDowntheKing.

#BringDowntheKing works like this: there is a statue of King Joffrey in Auckland, New Zealand. For every tweet related to Game of Thrones using the hashtag #BringDowntheKing, a machine tugs a little harder on the statue. The goal is to get enough people talking about GoT and the upcoming premiere so that the statue of Joffrey falls to the concrete.


A screenshot of the live feed is below:



I thought that this was extremely clever and interesting. Game of Thrones is an immensely popular show and it certainly doesn’t have trouble starting a conversation; but this tactic of guerilla marketing is absolutely amazing and witty. The statue is so true to Joffrey’s form and overconfidence in himself, he would most certainly have a statue built in his name. Everyone hates Joffrey, so why wouldn’t they want to bring him down?

Game of Thrones Season 4 premieres on Sunday, April 6th.


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