Six months before premiering the riskiest show in Sundance Channel's history they called us for help. They asked us to devise a plan to reach out to potential fans of their reality Will & Grace TV show concept and try to create a robust Facebook and twitter community to ultimately drive people to watch the show. They had no cast, no tape, just a title and hopes we could reach 25,000 - 50,000 people in 6 months. Through a series of on-line stunts, original content and extremely targeted Facebook ads we built a community of 250,000 like-minded gay men and "Fag Hags" who watched the December 12, 2011 premiere in record numbers.