In October 2012 we dropped X-factor winner, Reece Mastin, in a mystery location giving him five days to make it to Sydney for a live gig at Sunrise TV Studios.

Nothing was given to Reece for free, he had to sing for his supper, perform for a lift or entertain his fans for a bed.

A dedicated Facebook page and Twitter handle were set up to facilitate the interaction between fans and Reece who were asked to offer help along the way co-creating the story.

We shot, edited and distributed 15 x 3min episodes in 5 days

In the week leading up to the tour, we targeted existing Reece Facebook communities to build a base big enough to run sponsored stories and engage a broader audience with social context.

Reece’s experience culminated in a live performance on Sunrise and the journey documented as a 30min programme on national TV.

Within 15mins of launch #reecemastinliveandlost hit No1 world-wide Twitter trend (without media)

We built a fan-base of 58,432 in 4-weeks with 60,093 people talking about the campaign.

2629 offers of lifts and accomodation

Free national coverage given by Channel7:

-5 x daily 3min Live&Lost in-program segments produced on the road, (reach of 2,865,000)

-30 min Live&Lost TV show in Off Peak (reach of 130,000)

223 PR pieces. Total monthly OTS 18,300,609.

We shot, edited and distributed 15 videos in 5 days.

All within a $450K budget - $250K on media and $200K on production (Value exceeding 1.5m)