Comedy Central's TV show 'Don’t Try This at Home' featured presenters being really dangerous, irresponsible and stupid, so we gave the public a chance to act the same way – by blowing up a house.
On the show's website, viewers could put dynamite into a virtual recreation of the house. The more dynamite they added online, the more we added into the real house, meaning everyone who got involved affected the size of the explosion. A winner was then randomly selected, and they got to star on the show and push the plunger on the detonator box.
The campaign was developed directly with the client and included integrated digital media, a PR campaign, radio commercials and online banners.