THE F*CKING
TUBE STRIKE

Going F*cking Viral

Digital Strategy and Campaign / Social
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THE PROJECT 

Nothing annoys Londoners more than a tube strike, and nothing goes viral like a bit of bad language.

We had a theory that to go viral you needed three things: Creativity at speed, a bit of opportunism and a pinch of humour.
So, when we heard that there was going to be a London tube strike, we thought we’d test that theory out.
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The F*cking Tube Strike Live Twitter Map

On the day of the tube strike, we brought London’s travel-related rage to life by creating an interactive map fueled by live social data. We tracked where and how often Londoners were using profanities to rant about their frustrations on social media, highlighting the city’s love for swearing.

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We threw our social and PR team into action, putting the story under the noses of the right media sources… and we went f*cking viral.

THE RESULTS 

  • 250K VISITORS IN 12 HOURS
  • 172 COUNTRIES REACHED
  • +60 MENTIONS IN LEADING PRESS SITES

Awards/
press 

  • Creativity
  • The Drum
  • Marketing Week
  • Campaign
  • Ad Forum
  • Creative Pool