AXN Social Media Campaign In Order to promote Sony-TV-Channel AXN & increase its Facebook (FB) community, we created a competition, using one of AXN star shows, Dexter. The challenge: Use Social Media exclusively. For this we created a viral & tab, in which fans were asked to do as Dexter does – cellophane whatever comes into their mind. This video was spread via YouTube, blogs & Twitter. The FB-outcome: fans increased by 33%, we received >12 Mio. impressions with ads & achieved a massive 19% CTR on the video seeding. After winning gold at PromaxBDA Europe for ‘Best Use of Social Media’ and gold at Promax LA last June, as well as Best mediabased interactive at Eyes and Ears Awards 2012 our ‘Cellophane’ campaign promoting Dexter for AXN has been nominated twice at the German Design Awards – in Audiovisual & Digital Media and Communication Tools. The German Design Awards are one of the world’s leading competitions, so it’s a big well done to the team. Thanks again to our clients at AXN for making this fun project possible. It’s been a real winner.