2012 Winners & Shortlists

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.