We capitalised on the functionality of Instagram stories by transforming the phone into a remote for the TedPix TV, truly making it a unique experience never seen before on the platform.
We created five different channels using the segments on stories where the episodic content lived, revealing easter eggs on different Baker family members and the unusual events that occur on "Tailor Lane".
The competition mechanic lived on the social feed, asking the audience to discover these easter eggs whether it's tagging a tattletale, snapping a selfie or trading gossip in the comments section asking them to tag their location as Tailor’s Lane (The London Flagship store) to enter. We revealed the winner on one the channels everyday which we called T! News that alternated channel everyday enticing the users to watch the instagram stories and interact further.