To strengthen and promote our sponsorship of Gogglebox, one of the UK’s favourite TV shows, we launched our dynamic ‘Phoneisms’ campaign – a social platform born from the idea of second-screening that evolved alongside audience engagement.

We took a deep dive into how people really used their phones, then created meme-worthy names and descriptions for these behaviours which we called 'phoneisms'.

Three X Gogglebox Social Campaign

We then sourced and briefed a series of big-name content creators and micro-influencers to bring these 'phoneisms' to life by creating skits and sketches in their unique styles. Each creator was given a Three-branded mug to feature in their video and was asked to reference watching Gogglebox to make sure we were highlighting our partnership throughout. To boost the algorithm, we also made compilations of these skits, added bespoke graphics, and shared them on Three's TikTok account.

So successful was this campaign that Three and Gogglebox decided to repeat it a whopping 4 times over 4 seasons. It was a lot of work, but we're incredibly proud of the results.