On their official channel the campaign generated 1.5m YouTube views after weekend one, 7m after 2 weeks and 9.9m to date. There were over 1.3m ponies generated, 215k shared with an average dwell time of 5m39s. 200k+ tweets using the hashtag with a grand total of 99m (99,177,352) impressions.

67% of people saw the main film over those 4 days – a phenomenal number demonstrating the combination of bold TV and Digital.

Initial research has indicated a positive brand uplift of 27%

Oh, and footfall into stores increased 10% over the campaign.

Not bad. For a silly little moonwalking pony.

The media approach was as bold as the creative: Three needed to behave like never before. We compressed the campaign into just 17 days combining TV, Cinema, Digital (including search, mobile and social) and Outdoor.

We disrupted broadcast across launch weekend – maximising 1+ exposure on TV before combining with a total digital and search domination. Every key portal and platform in the UK was taken over for 24 hours – driving mass content views and shares and getting people to PonyMixer.com.

We had belief in actual earned media to drive connection – re-targeted online media and Twitter API activity boosted engagement – using assets created from the PonyMixer. We focused on rewarding those who had engaged in the campaign, delivering personalised TV spots showcasing individual Ponys that people had created and aligning with the digital and interactive, large scale outdoor to celebrate people sharing their own silly stuff.

3rd of March 2003, the day that Three, a new mobile network is born, launching as the UK’s first 3G network. Being a tech trailblazer, they faced and overcame the usual teething problems.

But ten years later, for many, Three still came with some of their early negative perceptions and still suffer from a lack of awareness and affection. How could we help them?

Three needed two things: brand fame and brand love. And as the network built for the Internet, we wanted to show that Three ARE the people who know it best.

So what if Three made consumers look at their online behaviour with new eyes? Made them see its value in connecting people?

We decided to make a stand - for the Internet’s silly stuff. And so we created the Moonwalking Pony and the PonyMixer for people to watch, create, share and enjoy.

#DancePonyDance