At Dreaming in Mono’s heart is a full hour of feature film content, directed by Sundance award-winner Jens Jonsson. The films ran in 8-minute episodes during regular programming on networks across the region as well as the Web and Xbox Live.The films integrated with a diverse collection of further elements including a rich hub site, iPhone application, McDate tool, games, “milkshake flashmob”, pop songs released on Spotify, remixes, a music video, and more. Only by experiencing the range of pieces in their own specific channels could the audience tap the full Dreaming in Mono story.McDonald’s 465 restaurants and 40,000-strong staff were also activated through merchandising, films, crew ski tags, exclusive crew site and competitions, all casting the crew as ambassadors via their own social networks.And real-time PR war-room was set up to seed, spread, react and even drive additional content launched with later episodes.

Dreaming in Mono more than fulfilled its mission as an experiment in innovative marketing strategies. It pushed the standard media/production balance from 80/20 to 35/65, but was one of Scandinavia’s most talked-about recent marketing initiatives, provoking widespread discussion in online forums. Research shows 10% of reactions were negative, 15% neutral and 76% positive.Mono has had 1.5 million episode views to date, while exclusives with individual TV stations provided huge audience potential and delivered almost 7 times more ratings value than the price paid. It earned significant mainstream press, and spread from its Nordic target area around the world.