Case Study: Sky TV achieves 43 million global reach and 875,000 social interactions with Brandwatch Analytics

A social media campaign that reigns supreme

SKY partnered with DDB New Zealand to promote SoHo and attract new subscribers around Game of Thrones Season 4 on a limited budget. The challenge was convincing New Zealanders who had dismissed GoT as “not for them” — a group unlikely to respond to traditional advertising — by sparking peer-driven excitement and social recommendations.

DDB used Brandwatch analytics to identify King Joffrey as the most passionately discussed topic, then staged a seven-metre Joffrey statue in Auckland with a live #bringdowntheking streamed event where social actions tightened a winch to topple the effigy. The campaign drove global coverage and conversation, reaching 43 million people in 168 countries and recording roughly 800–875k interactions, while boosting engagement in previously lagging markets.

Sky Tv

Michiel Cox

Digital Planner DDB