Our summer is a webseries featuring a group of 18 to 23-year-olds enjoying a cottage getaway. The unique social experience is built on a bold rollout strategy in keeping with its innovative qualities. The series’ original content targets young people by leveraging their technology habits. To maximize these subscribers’ interest, the first few episodes were accessible to all on the serie’s social platoforms while the entire experience was only available to the subscribers on the broadcaster’s platform where more content was released every week. By using social media at the outset, relevance of content for the target audience is increased, and interactivity on social networks is ensured. Furthermore, thanks to an orchestrated offensive, the number of broadcast windows and the impact of publications were maximized.