Virgin Media Court of Lore

The Challenge

Virgin Media was perceived primarily as a broadband utility provider rather than an entertainment brand, requiring a strategy to shift consumer perception and support cross-sell and acquisition in a market where competitors relied on standard trailers and clips.

The Strategy

Recognising that genuine social engagement around television stems from fandom commentary, theories, and hot takes, the strategy focused on transforming show discourse into platform-native entertainment. The brand created "Virgin Media Court of Lore," a digital tribunal dedicated to resolving the internet's fiercest pop-culture disputes.

Execution and Innovation

In partnership with Netflix, VCCP Social Club produced three 90-second episodes across TikTok, Instagram, and YouTube Shorts focusing on Stranger Things, Squid Game, and Emily in Paris. Hosted by creators Kyra and Axel alongside genuine superfans as defendants, the format turned fan theories into interactive, real-time debates.

Results

The campaign generated 31.9 million views — four times its 7.5 million target — alongside 96,224 engagements and a 40 per cent view-through rate on YouTube Shorts, while maintaining an 87 per cent positive sentiment rate that peaked at 95 per cent for the Stranger Things episode.

Judges' Verdict

"It's a strong, true to life insight around fandom, and the content feels natural to the channels it is being hosted on."