MK is

MK, a South African TV channel that promotes only local music, needed to connect with a far more influential youth audience to reclaim its cutting-edge image as the voice of the youth music scene. Using a blend of media, we made MK come alive as three different living characters, whose adventures unfolded ‘live’ as 60-second idents, linked to blogs with Facebook and Twitter feeds. In 60 days we gained a new youth fan base – four times more influential than the previous one.