Social networks only work in certain circumstances. This was not one of them.
We suggested that MTV and the EU ignore the idea of a social network. Instead we would build a site around compelling content, and then use Facebook Connect and Twitter to draw in the users' friends.
We guided MTV on moderation and Twitter policies to maximise constructive participation.
FB Connect was also integrated in the polls where people could voice their opinion on European issues.
The site was MTV's most highly trafficked micro-site bar the Indiana Jones & Iron Man sites.
It received thousands of Twitter mentions, was popular on Facebook, was linked to by more than 200 blogs and was featured in mainstream media like BBC Online.