"9-1-1" is an American procedural drama series on ABC that follows the lives of Los Angeles first responders: police officers, paramedics, firefighters, and dispatchers. The three-part season premiere for "9-1-1" Season 8 brought an intense, high-stakes threat to first responders, with a huge swarm of killer bees descending on Los Angeles. ABC aimed to create shareable social content to grab viewers' attention and build excitement for the premiere. With an intense, unique scenario, ABC knew it needed to capture the tension, panic, and confusion growing in the rapidly escalating story, showing viewers the new level "9-1-1" Season 8 would go to and creating relatable posts that fans couldn't help but share. ABC created a video media campaign designed to use the unique framing of social media to bring viewers right into the action of the "9-1-1" premiere and the killer bee attack on Los Angeles. The campaign consisted of numerous social media videos and a website ad that covered the screen in bees. Each part of the campaign utilized bees as a threatening presence that may instill a minor moment of brief terror in the viewer, followed by interest. One video is designed to look like a camera view that most smartphone users would be familiar with in their everyday lives, to immerse the viewer and startle them with its uncanny familiarity. The video shows swarms of bees, including many crawling over the app's interface, before a visual of an outgoing call to 9-1-1 appears. The clever application of familiar user interfaces and social sharing, and the blending of the diegetic advertisement elements and viewer experiences, created a campaign that helped make the idea of a killer bee swarm visceral and immediate for viewers. It ensured a startling and memorable ad even for new "9-1-1" viewers or those previously unfamiliar with the long-running series. The social campaign was a major success for ABC, helping the "9-1-1" season 8 premiere garner 9.8 million viewers in seven days, and 12.64 million viewers in the first 35 days.