Hannah's Phone brought the central conflict of 13 REASONS WHY into sharp relief by blending the familiarity of real apps and functionality with the dramatic events of the show. In 13 REASONS WHY, Hannah's life spirals out of control, as a single social post sparks malicious gossip that gains traction with each comment, tag, and message. By "taking over" phone screens with a vertical video, we aimed to create a tense and visceral experience for fans.

This custom, immersive, and in-world vertical video fills the entire mobile screen, giving viewers the experience of holding Hannah's phone as she navigates through an onslaught of bullying and harassment. She frantically navigates between apps, as the latest rumors about her spread fast via texts, Snaps, and Instagram posts. Finally, viewers are face-to-face with original footage of a distressed Hannah, as she attempts to repair a lost friendship over FaceTime. The failed call strikes an ominous chord, foretelling "the beginning of the end."

The video was launched after the show's premiere, so fans were desperate for more information and insight. It was organically placed on Facebook and Twitter, quickly racking up views and comments. Our phones are deeply personal, and getting a look into someone else's is an intimate experience. This glimpse into Hannah's phone, and by extension, her life, evokes both empathy and outrage for victims of bullying.

Hannah's Phone proved to be a game-changing social piece, earning 9.6M views, 4.3M engagements, 43.8M impressions, and reaching over 20.4M people. Without a single dollar spent on paid promotion, Hannah's Phone is a testament to the emotional resonance of 13 REASONS WHY and the power of speaking to teen audiences in an innovative and authentic way.