We were tasked with launching a brand new local drama Step Dave into an environment where NZ drama series had been struggling.
In addition to a vibrant on air and out of home campaign, we decided to engage Kiwis in the world of Step Dave (a romantic comedy) with a transmedia campaign that continued the story of the show between broadcast episodes.
Using CCTV videos, online dating profiles, Snapchats, video diaries and exclusive scenes (stuck to a virtual fridge), we forward-teased plot twists in the short form content that eventually unfolded in the on-air show, and even wrapped up some plots from the main show online.
The online content built up a loyal, engaged community who became passionate brand advocates for the show. Step Dave launched and remained as the most watched show in its timeslot in TV2's target demo (18-49) throughout its 13-week run and was commissioned for a second season.