The Finnish TV channel Jim’s most popular series, The Police, continued with the fourth season’s new episodes in January 2012. The Facebook app was created to attract more people to the large Facebook page of The Police, and to promote the new season to the series’ old friends.

The number of The Police series’ Facebook page members doubled already during the campaign’s first week. All in all the mugshot app tripled the number of members and generated thousands of new fans for the programme. From about 10,000 fans the group grew to the current almost 30,500 fans.

The commercial viewer percentages of the TV channel Jim as well as the viewer ratings of the programme grew significantly from the previous year. The average number of viewers per programme grew to 262,000. This is an excellent result for any Finnish TV channel.

Users of the Facebook app made thousands of mugshots, and promoted The Police reality series by posting them to their Facebook profile. The number of Facebook page members doubled during the first week of the campaign. All in all the mugshot app tripled the number of members and increased the fan community with thousands of people.

The Police series’ Facebook page was already considerable from the start and part of our brief in marketing the fourth season was to make it even bigger. Users of the Facebook app made thousands of mugshots and posted them to their own profile. By engaging the series’ Facebook community with a fun application, we got the fans themselves to promote the programme and the new season. The method turned out to be both cost efficient and hugely popular.