‘The Chosen’ (www.thechosen.com.au) was created: a members-only online destination for the panel to receive and disseminate Gossip Girl news and content first. The tone reflected the a-list theme of the show, motivating members to share experiences and opinions amongst friends. The Chosen measured all interaction including; media viewed, messages sent, friends uploaded.To generate conversations about the show, content was packaged into a series of ‘tasks’ online and offline. The ‘Launch Party’ task suggested members host a party to view debut. This included a bespoke Facebook application for invitations, uploading of party pictures and stories from the evening. The ‘Your Turn!’ task screened cast trailers within The Chosen and initiated members to make their own and upload. The ‘Behind the Scenes’ task gave exclusive show content to view and seed. The ‘Secrets’ tasks invited friends to tip off the panel manager about secrets they had about panel members.

Gossip Girl debuted at number with massive audience figuresFOX8 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% “Highest rating drama on Fox8”. Sasha Mackie, Marketing Manager, Fox8.