Mythic Quest is a show about a made up gaming company. But in social, it behaves like it’s a real company, by doing things like sharing its employee’s meeting notes, and even letting fans take actual props from their lost and found. In season two, the boss, David, is going through a messy divorce, which begins a downward spiral that was extended through an interactive storyline that existed entirely in social.

On premiere weekend, Mythic Quest’s social channels “accidentally” leaked their corporate GrubHub discount. Within minutes, people noticed the “mistake”, shared the code, and took advantage of MQ’s corporate discount… Draining their $10,000 food budget in just two hours. Which forced David to post a video response to Mythic Quest’s Instagram account urging people to stop using the discount. No one listened to David (which was exactly the point). This prompted him to post another video response, complete with a new corporate GrubHub discount. Of course, thousands of people drained the card again. The more people laughed at David on Instagram, and took advantage of his company, the more upset and disheveled he became. David’s trust issues then seamlessly teed up the next episode, where his world starts falling apart yet again.

By building an interactive bridge between two episodes, we invited our fans to not only watch David get emotionally destroyed on the show, but to make it happen too. Oh, and of course, get a bunch of free dinners.