We created @horribleboss to abuse the Twitterati - challenging them to tell stories of bosses more heinous than him.

We turbo-charged followers by promoting his profile against relevant terms like #FML (F*ck my Life) and approached key events which were guaranteed to be trending in the UK from a ‘Horrible Boss’ angle. These included The Apprentice and F1.We linked this to our offline comms by tactically placing ads in the recruitment sections of national newspapers (when readers’ job satisfaction would be low) – asking job seekers to rant about their Horrible Bosses on @horribleboss.Within Undercover Boss on Channel 4, we placed TV spots in each break asking people to Tweet us their ‘real- life boss nightmares’ And we also used the biggest UK morning commute brands – Metro newspaper and the Capital FM breakfast show – with the best Horrible Boss stories winning well-deserved breaks away from work.

The strategy delivered astounding results.

By release, awareness of the film had grown twelvefold from 6% to 76% After just 10 days on release in the UK - the movie broke its LIFETIME target of £5m.

Horrible Bosses’ eventually delivered a UK box office of £10.47m – over DOUBLE its original target.