When we launched Facebook Live, we weren't just launching a new product, we were launching a new behavior.

Suddenly, every person had the ability to broadcast live from their phones. But before they’d do that, we needed to answer a few questions for them, like…

What is Facebook Live?
How do I use it?
Why would I use it?

We soon realized the best way to answer those questions was to just show the product itself. We scoured the platform for the best and most entertaining examples of people going live, and (with their permission) turned those broadcasts into TV spots, OOH and digital ads.

The process required us to watch a lot of people Go Live (A LOT of people).

Here's how it looked out in the world.

The second phase of the campaign was all about teaching people how to go live.
So we made a few tutorials that showed everyone that there's no wrong way to go live

And here's how some of that looked out in the world.

To cap the entire campaign off, we treated millions of freezing cold, bathroom-starved tourists who made the
terrible decision to spend New Years Eve in Times Square to an epic takeover.