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Favourite Child Detector

Award: Wood Pencil

Wood Pencil / Digital Marketing / Use of Social Media / 2015

To promote the new series of mockumentary sitcom Modern Family on Prime TV New Zealand, Draftfcb turned families against each other. They created a platform to answer the one question parents won't. The Favourite Child Detector analyses parents' Facebook behaviour, including likes, tags, comments and photos, to determine their favoured child. With favourites gloating and the rest griping, the campaign quickly became talked about. So far the website has received global media coverage, been visited by families in over 100 countries and analysed nearly 30 million social interactions.

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