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Hate 'Game of Thrones' King Joffrey? Roast Him Online Now.

HBO and 360 Create First Ever Social Slash-fest for the Internet's Most Reviled Character

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Not surprisingly, Game of Thrones' creepy young King Joffrey is the most hated character on the internet. According to data from the Sysomos Social Map Listening tool, over the last year, his name was associated with the word "hate" more than 30,000 times, making him the most reviled TV character in social media. (In fact, his "hate" association is 3.5 times more than the second-most hated character, Breaking Bad's Walter White.).

His reviled reputation is now being celebrated in what HBO and agency 360i are billing as the first-ever "internet roast." For 48 hours, the network is inviting fans to express their hatred for the young king on social media, tagging their videos, pics and Tweets with #RoastJoffrey. HBO and 360i have also tapped the show's stars and online creators to develop content to fuel the fires of the roast. The best of the bunch will be channeled onto a dedicated site roastjoffrey.com.

It turns out the effort was inspired by the social success of Game of Thrones Season 3 "Red Wedding" finale, which unexpectedly saw a number of the show's most beloved characters meet their maker in a over-the-top gruesome bloodbath. The episode turned out to generate the most social conversation online for an HBO show.

Read the full story about the #roastJoffrey campaign in Behind the Work.

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About

Credits
Date
Dec 11, 2013
Agency:
360i
Chief Creative Officer:
Adam Kerj
Client:
HBO
Group Creative Director:
Michael Nuzzo
Associate Creative Director:
Adam Gloo
Senior Copywriter:
Nick Panayotopoulos
Designer:
Isaac Trujillo
Designer:
Tiffany Ahee
Strategist:
Caroline Tseng
Influencer:
Emily Garvey
Influencer:
Alden Millar
Producer:
Lauren Dobkin
Website:
Roundarch Isobar
Website:
Roundarch Isobar
VP-Digital and Social Media:
Sabrina Caluori
Director Digital and Social Media:
Jim Marsh
Manager Digital and Social Media:
Emily Giannusa
Manager Digital and Social Media:
Emily Giannusa
Associate Manager Digital and Social Media:
Michael Hoffman
Associate Manager Digital and Social Media:
Michael Hoffman
Associate Manager Digital and Social Media:
Becky Rho
Associate Manager Digital and Social Media:
Becky Rho
Art Director:
Scott Petts
Art Director:
Scott Petts
Designer:
Daniel Filipe
Designer:
Daniel Filipe
VP Creative Services:
Camille Errante
VP Creative Services:
Camille Errante
Executive Producer:
Jacqui Bussey
Executive Producer:
Jacqui Bussey
Creative Director:
Karen Sands
Creative Director:
Karen Sands
Senior Writer Producer:
Scott Gluck
Senior Writer Producer:
Scott Gluck

See more credits

Category
Latest Creativity News on Ad Age

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