In 2012 the biggest challenge for One Direction was how could they stay front of mind for fans across the globe when they couldn't physically be there due to diary commitments?

'Bring Me to 1D' was born out of Syco Music and executed with the support of Sony Music. The campaign took a one-off concert at Madison Square Garden and turned it into a three month global campaign to hunt down 'Go1Den Tickets' in the hope of winning a once-in-a-lifetime experience with the boys in New York.

55 'Go1Den Tickets' were launched globally in association with local media partners who activated, funded and broadcast the 'Go1Den Ticket' hunt across all forms of media - print, online, TV, radio, PR, outdoor and events.

1D's website and social channels were the hub of the campaign with fans across the globe (and their families) constantly checking to see where tickets had been won.

Roll-out as follows:

- Sept 26th campaign announced on official site & social media

- Sept 26th - Nov 30th: media partners in 40 countries launched their local contests across variety of media: radio, TV, print, online, outdoor, events, PR

- Oct 5th - Nov 30th: Official site continuously updated with details of local partners and winners

- All tickets won by 30th November 2012

- December 3rd: concert at Madison Square Garden. Winners had front row seats

- December 4th: BM21D all day Fan Event. Winners met the boys, saw the premiere of 'Kiss You' video & took part in a variety of 1D themed activities which bonded them with fans from around the world

- Dec 4th - end Dec: winners stories covered by local media

- December 12th: the 1st of seven part 'Bring Me To 1D ' series launched on Vevo

- Millions of fans took part. Tens of millions engaged with the campaign

- 20+ worldwide trends generated

- 100,000+ @onedirection mentions p/day for MSG & BM21D event (7 x usual)

- 500,000+ pieces of UGC created

- Half a million campaign hashtags tweeted during New York event

- One Direction site achieved biggest volume of traffic of 2012 during the campaign (more than tour announcements)

- Facebook likes doubled YoY (went on to achieve 4x more page likes YoY)

- Twitter follower growth doubled YOY

- In the first week of release, ‘Take Me Home’ went straight to Number 1 in 32 of the 40 participating countries.

Bring Me to 1D has cemented 1D as a truly global band with a fan base that has been encouraged to feel like a sisterhood. The campaign has helped bring countries together from across the globe and establish the fandom as No.1