Social campaign helps boy band climb the charts

04/13/2012 | Advertising Age (tiered subscription model)

U.K. boy band One Direction went from a collection of reality-show also-rans to a chart-topping act, thanks in part to a social media campaign. London ad agency Archibald Ingall Stretton created a storyline in which an obsessive fan stole the band's laptop, and issued challenges for real fans to complete in order to win it back. The campaign attracted 200,000 participants, drew 2.5 million YouTube views and doubled traffic to the band's website, the agency says.

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