Game of Thrones fan? Well, we hope you got your social on (thanks to HBO) with the #RoastJoffrey craze…
On December 12-13, HBO solicited Game of Thrones lovers’ “tongues, taunts and tweets” to roast the vile King Joffrey Baratheon via social media outlets Facebook, Twitter, Instagram and Vine.
Audience Engagement through Roasting King Joffrey
Winter Is Coming… HBO leveraged social media to roast one of the most hated characters in the history of primetime television – a clever way to engage, unite and excite fans for the much-anticipated upcoming Season 4.
Weighing in on the social engagement, Vice President of Digital and Social Media at HBO Sabrina Caluori explains: We’re always looking for ways to keep Game of Thrones fans engaged – particularly in the off-season. Launching a low-barrier to entry social activation like #RoastJoffrey inspires our passionate fan base to advocate on behalf of the series while celebrating their creativity.
Play by play, tweet-by-tweet, the action culminated at RoastJoffrey.com during the rabid roast. The initial tweet of the roast, “Payback’s a wench,” set the tone for many memorable social moves, including the participation of some of the Game of Thrones series stars Adrianne Curry, Eli Roth and Andy Milonokis.
HBO curated a social media blitz where the @GameofThrones handle held court by hosting and moderating the live event. This well-designed and executed campaign – from the event invitation, crafted by an HBO illustrator (see below), to the RoastJoffrey.com microsite – meant no stone was left unturned.
The dark humor was apparent as recognized names like Joe Rogan joined in the roasting fun: Of all the murderous psychopaths born out of secret royal incest, you’re my favorite.
King Joffrey has been roasted, skewered, skinned and shredded, and now more than ever fans are eagerly awaiting the season premiere of Season 4… “All Roast the King.”
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