For five years BT had been running an episodic TV campaign, centred on ‘Adam and Jane’ the BT family. We decided to give our fans control over the lives of the characters, letting them decide how their stories would develop.

So, in March 2011 the UK was gripped by two big marriages - but it was only Jane’s that the public helped to plan. Our customers decided which dress, wedding car and what their first dance would be. All these were discussed and voted for on Facebook. And we helped voters make their decision by taking the campaign into print, TV and other mainstream media; for example, people could decide what the first dance would be from a special playlist aired on Absolute Radio.Finally, we ensured our Facebook fans were first in the know, previewing the wedding video there before it debuted in top rated ‘Britain’s Got Talent’.

We generated more than 450,000 votes 120,000 Youtube views and 800,000 campaign interactions.All brand and advertising metrics saw a huge increase.Most importantly we reduced ‘churn’ by a massive 16%, proving that we helped the UK remember why it loved BT.