TouchIT

For season five of "It's Always Sunny in Philadelphia", FX wanted to create a site that builds upon the growing community and devoted fan base. In designing and developing the show's online extension we drew upon the BLITZ-created template, as a means of maintaining consistency with the overall FX microsite structure, and the show's city-based façade, as a way of incorporating the urban, Philly concept.

Beyond being a standard EPK site, we wanted to give users more ways of engaging with the show and its quirky characters. Elements nested within the experience include "Sunny Tweets", a persistent Twitter feed that pulls in fan tweets from the Twittersphere, "Sunny Mash-On", which allows fans to create and customize e-cards that feature Sunny characters and memorable quotes, and "Sunny Voicemail", which urges users to call in and leave audio shout-outs to the Sunny cast and crew.

This current Sunny site has already proved more engaging than previous iterations, as user participation has significantly increased. By leveraging social media we're able to capitalize on the buzz that already exists on the Internet.