WHO KILLED DEON SOCIAL

MET POLICE

People were getting into ‘beefs’ unaware that under Joint Enterprise law, anyone knowingly involved in an unlawful death could be prosecuted for murder, even if they didn’t commit it.

The idea was an interactive murder mystery hosted on Facebook, a ‘whodunnit’ about a boy called Deon. It enlisted the teenage audience as co-creators and collaborators.

A multi-strand story enabled audiences to follow 6 people becoming involved in a murder. The whodunnit structure engaged audiences who then discovered that, thanks to Joint Enterprise, even those who did nothing physical, still ‘dunnit’.

The ‘Who Killed Deon?’ social campaign was the world’s most awarded film series in its launch year. A split-screen film version showing all 6 stories happening simultaneously won a Cannes Silver.

The campaign was 4.5 times more efficient than budgeted, generating a payback of £8.50 for every £1 spent, and won IPA Gold for Facebook’s Best Demonstration of Consumer Participation. It achieved 103,905 unique visitors, with 29,142 liking the page on Facebook. An average of 3.5 videos were watched.

The campaign is still used in schools to educate pupils.

Directed by Simon Ellis.