It’s 2011. One Direction have just been formed on X-Factor. They finish third. Our job was to keep their hundreds of thousands of teenage fans engaged until the launch of their debut album.
So we decided to stir the pot a little and turn them all into detectives. We created a fictional 1D mega-fan called 1DCyberpunk who “stole” the bands’ production laptop containing all the songs, artwork, videos etc. To win it back, fans faced 50 challenges in 50 days. Sending them running, clicking, snipping and dancing in order to Save The 1Day. 1DCyberpunk became an icon among fans, peaking at 172k followers. Fans still message her to this day.