Just before Christmas I watched all 20 episodes of the web series Rush’d< on ABC Family’s Virtual Rush social website.
Mint built Virtual Rush to support ABC's Greek. At the end of each show the stars laid down a challenge to the audience.
And boy did the audience respond… The amount of original and compelling content uploaded has been phenomenal. Over the 10 weeks of the show, a gargantuan battle to be crowned one of the six Virtual Rush finalists ensued.
But what happened since then is even more interesting. Once the six finalists were chosen, ABC Family flew them to LA from their homes in Ohio, Chicago, Florida, North Carolina, Wichita and New York. They were given the week of a lifetime. They hung out amongst the stars. They took acting lessons. They even met the cast of Greek.
Rush'd is a 20-webisode series charting the finalists' journeys. It makes great viewing.
If you are a regular on Virtual Rush, you feel like you know them. You have a deep affinity with them as you have been with them since the beginning of their journey.
This is a genuine cross-platform, 360 degree (call it what you like) format. There's been lots of talk, yet I am not aware of a single social website that has spawned a mini-series (talent and all). If there is another one, please tell me I'm wrong. ABC Family are true innovators in this much talked about space.
Note: Virtual Rush is geo-blocked outside the US. Europeans will have to take my word for it!