Secret Story - An inside look at TF1's social activations
On August 29, TF1 and NT1 brought back “Secret Story”, the French adaption of “Big Brother,” for a tenth season. To create buzz and get fans excited ahead of the season premiere, boxes of ‘#SecretCookies’ were sent out to fans, social influencers and media outlets.

The fortune cookies contained real and fake secrets on the future housemates and encouraged recipients to discuss the truthfulness of the content. The boxes each contained different fake and real secrets. Fans were encouraged to share photos of them on social media using #SecretCookies and give their predictions on whether they could trust the messages or not. Active participants also had the opportunity to be selected to attend the taping of the final episode of “Secret Story”.

For the chance to receive one of the boxes, fans had to retweet one of “Secret Story’s” tweets. Alternatively, they could design a blank cookie box that was shared via the show’s official Snapchat account. Selected submissions were also re-shared via Snapchat. Fans that engaged in the #SecretCookie discussion on social media and correctly predicted which secrets were right or wrong had the opportunity to receive a box as well.

Besides the #SecretCookies campaign, TF1 and NT1 gave fans the opportunity to submit photos of themselves that have the chance to be integrated into the “Big Brother” house and to ‘play an important role during the game’. More details on the exact usage have not been revealed yet. (…)

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