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The second most-shared video globally in 2012

The second most-shared video globally in 2012

Push to Add Drama

August 05, 2025

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In 2012, American TV channel TNT launched in Belgium. They needed to make a strong first impression in a new market, and traditional advertising wasn’t going to cut it.

Instead, they tried something different, a marketing campaign called "Push to Add Drama." It quickly became one of the most talked-about campaigns of the decade.

Here’s a breakdown of what they did.

TNT placed a big red button in the middle of a quiet Belgian town square.

A sign above it said, “Push to add drama.”

At first, people hesitated.

But once someone pressed it, a series of staged, dramatic scenes unfolded, from fake ambulance crashes and fights to a motorcycle rider in red lingerie and a staged shooting.

The entire square turned into what felt like a live TV drama.

At the end, a banner dropped revealing the message: “Your daily dose of drama. TNT.”

It was unexpected, over the top and designed to capture attention.

According to digitaltrainingacademy.com, the campaign resulted in: