The product: TV2 Shortland Street 2oth Anniversary & Summer Hiatus
The challenge: Generate engagement and anticipation for Shortland Street while off air and over the summer programming break.
The solution: Shortland Street Lookalikes.
Shortland Street had been the breeding ground for some of New Zealand's biggest stars. So in recognition of this we gave everyday kiwis the chance to win a walk on appearance on the show.
The catch? You need to be voted to look most like one of Shortland Streets famous stars.
What we did: We built a Facebook app and ran a on air and social competition where Shortland Street fans could use their Facebook album to upload a picture of themselves and square off against other fans to be crowned the 20th Anniversary Shortland Street Lookalike winner.
Results:
- 30,986 Site visits, 20,371 unique visits
- 6 mins. 33 sec Average time on site,
- 327, 094 total page views
- 6,151 photos uploaded, 35,4027 votes cast
- The winner scored 94% likeness in voting rounds and was challenged 555 times.
