How do you bring down King Joffrey, the most reviled character on HBO's Game of Thrones? You could Internet Roast him. Or, just tweet.

Just in time for the "Game of Thrones" season premiere this Sunday, Sky TV in New Zealand and DDB have launched new campaign starring a giant seven-meter-tall statue of King Joffrey, placed in Auckland's Aotea Square. With a rope around its neck, attached to a winch, the statue will topple, inch by inch, every time someone tweets using the hashtag #bringdowntheking.

Follow the progress via bringdowntheking.com and watch as the boy-king statue eventually falls.