New Zealand is a liberal country where most things go. Prime TV however faces a unique problem whereby anything carrying Prime branding will not be shown by rival media outlets (i.e. all the big TV stations).

This unique position forced us to look to the more democratic digital and social media platforms to tell our brand’s story.

Our breakthrough insight that lead to our final execution was that parents (even though won’t admit it) all have a favourite child. On Modern Family for example Phil seems to favour his son Luke over his daughters. This human truth allowed us to create a campaign relevant to both our target audience and the show.

The Favourite Child Detector went live a week before the launch of the new season of Modern Family. With next to no budget we pushed the idea out using sponsored Facebook posts, banner ads and a quick press release that succeeded in getting the idea talked about on a multitude of radio stations.

Before long, the users began arriving in droves and sharing their to their Facebook networks. Once this happened the campaign became self-sustaining and we no longer needed paid for media.

So far the Favourite Child Detector has analysed nearly 35 million social interactions including 19 million 'likes' and 8.5 million comments.

Average of 1min 32secs spent on the site.

Countless and diverse sites - from parenting blogs to tech websites, covered the Favourite Child Detector.

The idea broke out of the online space and was covered on radio and TV.

Used by families in 129 countries.

Modern Family ratings doubled between the first and second episodes.