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BBC Events wanted to explore how tomake events more 360 (multi-platform).
Introduce new audiences to Crufts. Taking
something staid and making it viral ,irreverent. Support existing audiences into a digitalworld by getting them to cover Crufts for you.
Increase reach by aggregration and harnessing the web (external UGC sites
Came up with a mobile and web campaign whereby people could text CRUFTS to a shortcode when they were at the event, to get a timetablel of events, maps and could send in pictures of their favorite dogs.