Use an innovative Twitter gamification tactic to activate fans of Orange is the New Black, tap into an existing hot conversation topic within the community and keep the content authentic to the show.
One of the most frequent statements made by OITNB Twitter fans is "I wish I lived in Litchfield." So, with that in mind, we created an innovative MASH style looping video game, inspired by a moment in Season 3, that gave fans a chance to pause the video to find out what kind of Litchfield Life they would lead. The video was posted to Vine and then shared to Twitter and, fans were encouraged to screen capture their results and share them using #OITNBMash.
This one post boosted conversation exponentially by generating over 2,800 mentions and screenshots, it reached 1.7 million fans and was looped over 242,000 times.
