Samsung were launching a new smart phone featuring a service called Social Hub - that integrates all your social networks into one place.
Meet Mr Knowitall - a guy who (through using the product) knows everything about everybody in his social life.
He's an antihero, tactless in any social situation and blissfully unaware of it.
HOW IT WORKED
You could add up to four Facebook friends into a video which had an interactive social media timeline displaying Mr Knowitall's social feeds that narrated the backstory.
I developed the character Mr Knowitall, wrote scenes for the film and the (anti)social backstories.
Mr Knowitall had his own Facebook and Twitter feeds...extending his 'confident' (obnoxious) tone with fans online.
Over 100,000 visitors to the campaign in Australia and thousands more abroad.
- Gold for microsite at John Caples Awards 2011
- 2 Bronzes in AdFest Awards 2011 (best use online video + integrated cyber campaigns)