Interactive ad: Shortland Street: Summer Fling

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Top 6: February 23rd 2011

How do you keep fans hooked on a TV show in the downtime between seasons? When New Zealand's number one soap opera, Shortland Street ended its 2010 season. Colenso BBDO & Aim Proximity Auckland decided to try something no other soap opera had done before – they invited fans to start an online relationship with their favourite character. Fans could hook up with a character on facebook and set up their friends too. Next thing, they were receiving a stream of flirty messages, pics, videos and emails, personalised for them as if it was a real life relationship.