‘The Chosen’ (www.thechosen.com.au) was created: a members-only online destination for the panel to receive Gossip Girl news and content before anyone else. The tone reflected the a-list theme of the show, motivating members to share their views and experiences amongst friends.To generate conversations about the show, content was packaged into a series of ‘tasks’ spanning online and offline, drip fed over 6 weeks. The ‘Launch Night’ task asked members to host a party celebrating the debut, including creating invitations on Facebook, uploading party pictures and submitting stories to The Chosen. The ‘Your Turn!’ task included viewing cast trailers, asking members to make their own. ‘Behind the Scenes’ gave exclusive show content to view and pass on. ‘Hot or Not’- character opinion polls. Members were sent ‘Revenge Sticker Pack’ featuring word stickers including ‘liar’ to use and send in photos of.

The Chosen both facilitated and measured all interaction.

“Highest rating drama on Fox8” - Sasha Mackie, Marketing Manager, Fox8.

Gossip Girl debuted at number 1 with massive audience figures.FOX8 almost doubled their 2007 primetime share, recording 4.0%. FOX8’s share in the timeslot was up a huge 5.6 share points to 6.7%.