The concept was to create an influential panel receiving Gossip Girl news and content before anyone else. In turn, this created brand advocates - a vehicle to create an eager audience for launch.

‘The Chosen’ (www.thechosen.com.au) was established: a chic, members-only destination for influential people. The Chosen acted as an online propagation channel to facilitate and measure interaction between the panel and their friends.

All content seeded was packaged into online and offline ‘tasks’. The ‘Launch Party’ task asked members to host a party celebrating Gossip Girl’s debut. Members were then encouraged to upload party pictures and stories.

Gossip Girl debuted at number 1, recording massive audience figures for Australia.FOX8 almost doubled their primetime share for 2007, recording 4.0% primetime share.FOX8’s share in the timeslot was up a huge 5.6 share points to 6.7%.“Highest rating drama series on Fox8” in its 12 year history. “A huge success for the channel and sponsors on board.” Sasha Mackie, Marketing Manager, Fox8.Panel increased by one third to 1,330, due to demand.

11,691 unique visits to the site.Average ‘dwell’ time of over 6 minutes - 4 times higher than News Digital.