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The first major campaign using Facebook Graph Search
MTV asked us to launch Catfish: The TV Show through an engaging online campaign.
Most people wouldn’t know that a Catfish is someone hiding behind a false profile on Facebook.
To explain the term and to raise interest in the TV-show, we decided to create our own Catfish.
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.