"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 with 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. The 'desktop takeover' part of the campaign involved a full-page ad on websites, intended to draw immediate attention from the viewer as millions of bees appeared to swarm over the website, wresting momentary control from the user, before advertising the new season of "9-1-1." The clever application of familiar user interfaces and the blending of the diegetic advertisement elements and viewer experiences created an ad that helped make the idea of a killer bee swarm visceral and immediate for viewers. It ensured a startling and memorable ad even for existing "9-1-1" fans or those previously unfamiliar with the long-running series.