Catch Steve Angello

The first major campaign using Facebook Graph Search

Brief

MTV asked us to launch Catfish: The TV Show through an engaging online campaign.

Insight

Most people wouldn’t know that a Catfish is someone hiding behind a false profile on Facebook.

Strategy

To explain the term and to raise interest in the TV-show, we decided to create our own Catfish.

Solution

We hid Steve Angello from Swedish House Mafia on Facebook, challenging people to find him using Facebook Graph Search (beta). Using a classic game of hide and seek we reached 87 million people.

Results