Total Exposure was looking for an innovative approach to link traditional PR with social media for the launch of BBC Worldwide's three new channels, BBC First, BBC Brit and BBC Earth.
Intrigued by the increasingly interconnected world we live in, we decided to use social media to broaden the audience beyond those attending the event in Sandton. Twitter was our weapon of choice to connect and engage with people that were not at the event itself and we aimed to create a sense of FOMO for our online audience with compelling content.
Our results surpassed all expectations. We trended as the third most popular topic in SA for 1h 45min out of the 4 hours the event ran and reached 1 654 263 people - more than 16 000 times the amount of people that attended the launch.