| Title | RITA LIVE DICTATION TEST |
| Brand | TV 2 DENMARK |
| Product/Service | RITA |
| Category |
E03. Innovative Use of Social or Community |
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Entrant
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TV 2 DENMARK Copenhagen, DENMARK
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Idea Creation
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TV 2 DENMARK Copenhagen, DENMARK
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Media Placement
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TV 2 DENMARK Copenhagen, DENMARK
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Production
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TV 2 DENMARK Copenhagen, DENMARK
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Credits
| Tine Kej |
TV 2 Denmark |
Creative Concept Developer |
| Jacob Nordentoft |
TV 2 Denmark |
Creative Concept Developer |
| Line Lorentzen |
TV 2 Denmark |
Creative Concept Developer |
| Jannik Tai Mosholt |
Freelance |
Copywriter |
| Helle Jensen |
TV 2 Denmark |
Head of Production |
| Betine Knudsen Sauer |
TV 2 Denmark |
Project Manager |
| Thomas Wilmann |
TV 2 Denmark |
Technical Director |
| Vicky Wassmann Dahi |
TV 2 Denmark |
Head of Branding |
| Anna Katrine Støvring |
TV 2 Denmark |
Campaign Manager |
| Line Smed |
TV 2 Denmark |
Social Media Manager |
| Jacob Weinreich |
TV 2 Denmark |
CMO |
Background
To create a significant social element in the campaign for the launch of 4th season of our TV series about the badass teacher Rita, we made use of the fact, that that Rita has some of Denmark’s most loyal fans.
Describe the strategy
We wanted to use Facebook LIVE to create a virtual classroom, and make the users do a LIVE dictation test. The fans were to be reminded, that Rita still is their favorite teacher and soon back in the game as well as on the screen.
With the live dictation test by Rita, we wanted to create an interactive platform, taking the user experience with a fictional character to another level by allowing Rita’s fans to become her students for a moment.
Describe the execution
We framed our fictional character Rita as the teacher in a Facebook live session and everybody following the session was now in her classroom, faithfully writing the absurd dictation words in the commentary field.
Occasionally new people would join in but not without a note from Rita herself – highlighting the live feeling and presence of Rita right there in the same room as her class of fans.
List the results
The campaign ended up with approximate 50.000 reactions to the dictation test and the highest engagement rate that Rita or any of our other fictional brands had ever seen on social media.
The Rita campaign reached 1.7 million people (organic reach) on Facebook - about one third of the whole population of Denmark.
By using Facebook live as an interactive platform, we managed to involve our users, increase loyalty and engagement more than ever, and made them spend time together with their favorite fictional character on a brand-new level.