Social innovation / Shortland Street / Summer Fling

New Zealanders love the soap opera Shortland Street. But how do you keep fans hooked on the show while it’s off-air over summer?

During the summer of 2010, we turned their fantasies into reality, letting them start an online relationship with their favourite Shortland Street character over Facebook. All summer long, they received a stream of flirty messages, pics, videos and emails from their Summer Fling, personalised for them, as if it were a real life relationship.