BAFTA Nominated 2010
MMA 2009 Best Cross Media Campaign
MMA 2009 Best Overall Campaign

The Challenge
Engage a young, hyper-connected audience and increase brand recall by creating a campaign that felt native to their digital behaviour rather than traditional advertising formats.

The Insight
This audience doesn’t passively consume content, they live across platforms, engaging in real time across social and mobile environments.

The Idea
Create a cross-platform online drama that behaved like its audience, distributed across the social web, unfolding in real time, and accessible wherever users were already active.

Execution
‘Who Killed Summer?’ became the first cross-platform online drama of its kind, delivering TV-quality production across 22 episodes and attracting over 5 million views.

The narrative unfolded in virtual real-time across multiple social platforms, allowing audiences to follow and engage with the story as it happened.

A central hub site aggregated all activity, giving users access to social media environments, interactive tools, apps and live conversation feeds.

A mobile app enabled viewing on-the-go, while a ‘mini player’ allowed episodes to be embedded directly within users’ social media, extending reach and accessibility.

The campaign also featured celebrity appearances including Liam Gallagher, Huey Morgan, DJ Yoda and Nathan ‘Flutebox’ Lee, further amplifying engagement.

Result
5 million views across 22 episodes

BAFTA Nominated (2010)

MMA 2009 Best Cross Media Campaign

MMA 2009 Best Overall Campaign