Beaver Falls is a new series from E4 which follows the trials and tribulations of three young Brits, working on a summer camp in the USA. The show adopts a typically British sense of humour with a typically dry E4 edge. It was essential for the launch activity to drive interest in a fresh, unique way.

Starting a fan base from scratch is a huge task and it had to be done in a very short period (three weeks prior to launch), so we devised a Farmville inspired social gaming experience to create intrigue and build a fan base quickly. Users are encouraged to play various 'Beaver' themed games to win badges and gain entries into a competition for a chance to win the trip of a lifetime (a road trip across the USA with two mates). The games all have a cheeky E4 edge, adding to their viral nature and playability. Each badge collected counts as an entry into the competition, so the more games you play, the more chances you have of winning.

During the three week pre-launch period, the Facebook fan base grew from zero, to just over 16,000. They had over 75,000 visits and the average time spent on the site was just under six minutes. In the same period the Facebook site also reached over 250,000 people via wall posts and messages. The games continue to engage people from all over the UK.