16-24 year olds spend significant time online, so social media was an appealing strategy when Ford asked us to consider new ways of reaching them. But any approach had to respect the customs and culture of the genre. We created Where are the Joneses?, the world’s first audience scripted online comedy soap: 96 daily episodes promoted via Myspace, Facebook and YouTube. The award winning series generated half a million site visits and significant media coverage for Ford. It is cited as a pioneering example of brand engagement through social media.

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• ⓒ Imagination 2010