Campaign details
Brand: Virgin MediaLead agency: RAPP UK
Campaign Overview
The vision: make BAFTA TV Awards one of the most talked-about topics in Britain.
Strategy
TV fans want a piece of the action. And they like to be in charge. The power of fandom can determine casting, change a story arc and even help get a cancelled show back on TV. Virgin Media branded the craze 'Active Fandom'.
To harness viewers' desire to get involved, and maximise Virgin Media's sponsorship, Rapp delivered content that would make staying in to watch the BAFTA TV Awards as immersive as...