WKS09? was a multi-platform scripted drama set against the backdrop of the European festival season. In a murder mystery for the connected generation, our six ‘contestants’ embarked on the summer road trip of their lives. The twist at the end was that one died and one was a killer.Social Media was at the heart of WKS09? intertwined within the plot, consumers had to not just guess who the murderer was, but co-create the action and become part of a fully-immersive experience. We leveraged the best of social media, using viral video seeding, influencer engagement, targeted social ads and social applications to create buzz, distribute content and generate a fan base for the show. To obliterate the line between brand communication and consumer conversations, we had to live and evolve in the very platforms and channels where the fictional and real characters create and share their own friendships and experiences.

The campaign spread over 500 music and festival websites and blogs, with more than 5m views, 25,000 dedicated fans on Facebook and over 700,000 downloading and using the mobile application. With our target Brand Progressives we saw huge success. 62% increase of consumers’ preference to be with Vodafone, and 29% believing the brand provides them with content worth sharing.

While loyalty and advocacy was key, gaining new consumers was also critical, 41% of non-users who interacted with the content more likely to consider Vodafone in the future and 81% believing that Vodafone was the most innovative mobile brand in Music.