Client: MTV & European Union
Project: canEUhearme
Brief: To increase engagement and awareness of the European Parliament elections amongst young Europeans by building an EU social network
Solution: 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 user's friends.

We guided MTV on moderation & Twitter policies to maximise constructive participation.

FB Connect was also integrated in the Polls, where people could voice their opinion about European issues.

This site was MTV's most highly trafficked micro-site bar two exceptions, Indiana Jones & Iron Man.

The site received thousands of Twitter mentions, was popular on Facebook, was linked to by more than 200 blogs and was featured in main stream media like BBC Online.