The BBC approached us to find a way to raise awareness of the upcoming DVD release from comedian, Lee Mack.
THE AUDIENCE INSIGHT
We figured that people attending his live show and their friends would be the most receptive audience, so we decided to weaponise the Lee Mack fan base in attendance and mobilise the influence of their networks to make the DVD cover more recognisable.
We created and installed an entertaining photo opportunity themed around the DVD cover at each of the Lee Mack live shows that the fans could interact with and incentivised social sharing.
More than doubled photo sharing from the live events
Reached 20k accounts of people directly connected to live show attendees
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