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.