1D Day was a two-month global digital marketing campaign culminating in a marathon live stream from the band and a subsequent eight-part online mini-series.

For the month leading up to 23rd November, local countries ran a variety of competitions for 1D fans to show their love for the band. The winning fans featured in a variety of ways during the stream – from appearing in VT, interacting with the boys in live Google Hangouts and the ultimate prize – being flown to the studio in LA to take part in the event itself. Local competitions ranged from Poland’s strong man pulling a truck of 1D fans to Radio Disney choosing a fan live on 1D Day and taking her in a limousine to the studio for a once-in-a-lifetime experience. Both locally and globally, the world was abuzz with 1D Day.

The 1D Day stream was a live broadcast extravaganza. Run over seven hours, 1D Day was designed to cut across every time zone in order to reach 1D fans in every corner of the globe. Led by the boys themselves and featuring some of their A-list celebrity friends, 1D Day appealed to parents and non-1D fans as much as the core 1D fanbase. With the quality of Saturday night television combined with the intimacy and immediacy fans receive from online streams, 1D Day surprised and delighted viewers by giving them a unique insight into the world of One Direction.

Created by Syco Music and Fulwell Productions 1D Day create unprecedented buzz both on- and offline, attracting even the most casual lurker to see what all the fuss was about. 1D Day was timed for the release of One Direction’s third album, Midnight Memories, and assisted in driving awareness, positive buzz and sales.