Shortland Street: Summer Fling

July 10, 2011Filed under Media, Online and Media, Publications


New Zealand's longest-running, number one TV drama 'Shortland Street' is off-air over the holiday season, but fans are keeping their passion for the show alive with a Summer Fling. Created by AIM Proximity, Auckland, the online campaign involves fans in a short but intense holiday romance. Fans are a directed to a facebook app where they can choose between five Shorty Street characters to hook up with. Once they’ve hooked up, they can set up their friends with a Summer Fling too. The fling mimics a real life relationship with fans receiving a stream of flirty personal messages from the character throughout summer, which they can share on their facebook Wall. They also receive holiday snaps from the beach, video messages for Christmas and New Year’s Eve, and emails from the character’s work address – Shortland Street hospital. The content has its own carefully crafted story arc that sits comfortably alongside the TV narrative and reveals new information about each character. The relationship develops and intensifies over summer, finally leading to a break-up email that allows the Shortland Street world to be restored to normality, before the new season begins.

Advertising Agency:Aim Proximity, Auckland, USA
Creative Director:Michael Barnfield
Art Director:Tamryn Kerr
Copywriter:Rachael Walker
Digital Designer:Alex Waskiewicz
Account Director:Victoria Pether
Producer:Serena Fountain-Jones
Developer:Paul Headington
Strategist:Ian Hulme
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