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Game of Thrones: Roast Joffrey Social Event (HBO, USA)
HBO launched a special community event on its second-screen platform HBO Connect on December 12, 2013. Fans of “Game of Thrones” were invited to a so-called internet roast to lampoon King Joffrey Baratheon – a main character of the drama. He is one of the most hated fictional characters in TV history. In 2013 only, more than 30,000 Tweets with his name and the word “hate” were posted.
To celebrate the roaster, HBO introduced the hashtag #RoastJoffrey to be used on Twitter, Vine, Instagram and Facebook. The campaign started with a short intro video on YouTube and a Tweet with a photo of King Joffrey and the hashtag #RoastJoffrey. A social tracker with selected posts, Tweets, videos etc. can be accessed at RoastJoffrey.com. In the first five days after the launch of the social campaign, more than 63,000 roasts were contributed.
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