We created the biggest social video moment in pop history: 1DDay.

Two months of social challenges culminating in a seven hour livestream to hit every time zone, live from YouTube Space LA.

With digital innovation at its core and fans in the driving seat we partnered with Google+ & YouTube to make 1DDay an intimate and audience driven experience with the band.

Fans the world over powered everything, creating content to feature in 1DDay. A skydive, synchronized swim, 1D inventions and recording original theme tunes were just some of the ways fans proved their passion on the road to 1DDay.

1DDay received over 770,000 viewers. Fans watched 4.2m hours of livestreaming and submitted 7.6m comments.

During 1DDay...

•Five+ worldwide trends at any one time - no.1 spot throughout

•+78,000 Twitter followers

•+165,000 YouTube subscriptions

•Nearly +1M Google+ followers

•12M mentions of 1DDay hashtags

It tapped into all audience segments - 30% of viewers were aged between 25 and 65+.

UK and US pre-orders doubled on 1DDay. Midnight Memories itself broke all UK album pre-order records and was the biggest selling album of 2013. It was no.1 in 31 official album charts and 96 iTunes charts.