Brand | MBC GROUP |
Product/Service | TV DRAMA SERIES |
Entrant | BPG Dubai, UNITED ARAB EMIRATES |
Category | Viral and Email Marketing |
Entrant Company: | BPG Dubai, UNITED ARAB EMIRATES |
Advertising/Web Design Agency: | BPG Dubai, UNITED ARAB EMIRATES |
Brief Explanation
MBC Group wanted to develop a break-out television drama for this increasingly media savvy youth audience and promote it through an interesting viral idea that embraced the way the young lived their lives and connected with each other. In response, an intricate social media universe was created around the lives of the main characters and populated with real content that each character would realistically post. Real-time updates when the drama was on-air added to the immersive experience and took the show beyond the confines of the 30 minute episode. This transmedia approach blurred the line between fiction and reality with fans sharing, engaging and interacting with the characters as though they were real people; and the characters responded back to their posts.
Credits
Faheem Ahamed |
BPG Group |
Executive Director |
Ummit Sethi |
BPG Public Advocacy |
Vice President |
Noah Khan |
BPG Possible |
Business Head/Digital |
Abu Taher |
BPG Possible |
Social Media Project Manager |
Akash Jatania |
BPG Possible |
Social Media Executive |
Alia Al Siri |
BPG Possible |
Social Media Executive |
Wisam Akily |
BPG Possible |
Program Director (Digital) |
Leslie James |
BPG Public Advocacy |
Chief Creative Officer |
Bipin Jacob |
BPG Public Advocacy |
Creative Director |
Haider Jraidan |
BPG Public Advocacy |
Executive Creative Director |
Muhyi Sadek |
BPG Public Advocacy |
Creative Consultant |
Ghada Khoury |
BPG Public Advocacy |
Creative Director |
Anil Kumar Ps |
BPG Public Advocacy |
Editor |
Yesudas George |
BPG Public Advocacy |
Illustrator |
Nawal Ayyeh |
BPG Public Advocacy |
Account Manager |