A multi-dimensional execution engaged on a number of levels. The core ATL theme was ‘house party’, reflecting the show’s wild and aspirational content. However, this was more a piece of social currency than an advertising campaign - the party executions drove people to the website where they could join the community, enter competitions and receive exclusive content such as preview trailers. Members were rewarded with a ‘house party’ launch event.

The campaign was the most successful in E4’s history:•1.6 million viewers, the highest-ever ratings after Big Brother•Highest-ever pre-launch awareness (86% amongst 16-24s) •35,000 community members•60,000 unique website visitors daily•500,000+ unique users and 35,000+ friends on Myspace•500,000+ content views