#ROASTJOFFREY featured digital invitations, a dedicated platform to showcase the action and a social newsroom to respond to roasters in real-time. HBO’s @GameofThrones handle played host, curating UGC into a single feed on ROASTJOFFREY.com. Taunts poured in from Twitter, Facebook, Instagram and Vine for 48 straight hours, as fans, influencers, content creators, celebrities and even the cast of “Game of Thrones” got involved. Offline, HBO reps at colleges nationwide hosted study break pop-up roasts where coeds could film and contribute content “from the throne” that is uploaded directly to the event.

- 367% increase in “Game of Thrones” mentions (YoY), creating a national trending phenomenon

- 63,000 roasts in just 48 hours; #ROASTJOFFREY trended nationally within an hour of launch

- 800 million earned media impressions: Even brands like Oreo and Charmin joined the fun

- 1 million social media engagements (Likes, comments & shares)

- Massive positive media attention in 140+ outlets, including Entertainment Weekly, Hollywood Reporter and Vanity Fair — touting headlines such as “Move over Comedy Central, King’s Landing Really Knows how to Throw a Roast.”

- International reach: Roasts poured in from thousands of miles away