SKAM (”Shame”) is a Norwegian WebTV-series which portrays several youths during their time in high school. Each season addresses a new main character whom treats or is subjected to the feeling of shame. The WebTV-series is unique in its way of not being shown on the traditional television. Instead the series is shown on the digital play-service NRK and SKAM’s own blog. SKAM is transmedia in its way of using social platforms to expand and give new perspectives and stories to the fictional world. For example, the characters obtain authentic Instagram profiles where the viewers can to comment, like or follow the characters. The aim of this study was thus to explore what kind of relationship between fans establish with the fictional characters of SKAM when using transmedia storytelling and why they interact with the phenomenon’s social platforms. The paper also examines in which way SKAM is using transmedia storytelling. The paper is restricted to the platform Instagram and an audience segment called “fans”. This due to the time restriction for the paper to dictated as well as “fans” being the most exploited to extend a fictional world in form of social and cultural activities. The scientific questions attempt to be answered by interviewing a focus group along with carrying out a semiotic image analysis. The results showed that the way SKAM was using the transmedia storytelling in a realistic manner which created a similar form of hyperreality in which parasocial relationship and emotional realism could be formed. This due to Instagram being already an integrated platform in the fans lifestyles. The integrated platform along with the similar hyperreality allows the fans to interact or have the illusion to interact with the characters in a manner which portrays them as social friends. Creating a social bond from the fans to the characters. The characters Instagram profiles portrays in a realistic manner with text and pictures. Their problems, emotions and lifestyle creates a solid connotation to the audience. Making the fans laugh, cry and feel with the characters and wanting to engage in their life. The transmedia storytelling lets the fans engage with the character and letting new perspective of their realistic lives being portrayed. Creating parasocial and emotional realism.