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Create the buzz in less than 10 days.
The challenge was to create a real fake movie as if a passenger had shot the scene with his cell phone.
Seed it on the web.
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| Based on a true story | ||
| OBJECTIVES | ||
| Reposition Choc Hebdo,
a french monthly gossip. Create the buzz in less than 10 days. |
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| THE FILM | ||
| The
viral film is a parody a famous incident already related by all french media
where JLD, a famous TV animator, drunk put a real mess during a flight Paris-Johannesbourg
kissing passengers and even biting a crew member. The challenge was to create a real fake movie as if a passenger had shot the scene with his cell phone. Seed it on the web. |
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| THE TEASING PHASE OF PR | ||
| We sent fake cut finguers to 100 journalists and others opinion leaders. | ||
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| A BLOG | ||
| These people were invited to connect on a dedicated blog. | ||
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| 92 % of the mailes persons logged on the blog | ||
| THE REVELATION PHASE | ||
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| In the mean time, the agency organised the seeding of blogs and websites. | ||||||||||||||||||||||||||||||
| CAMPAIGN RESULTS | ||||||||||||||||||||||||||||||
| Seen more than 700
000 times in 1 week. At the end more than 1 million people see the
video. Traffic on www.choc.fr increased by 600%. During 3 weeks, CHOC sold 250 000 exemplars instead of the 150 000 expected. Equivalent in media space purchasing estimated at 1 000K euros. |
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| More than 500 articles on the biggest French Websites and blogs | ||||||||||||||||||||||||||||||
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More than 25 articles in the National Newspaper, ... |
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| .. Radios ... | ||||||||||||||||||||||||||||||
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| ... and TV. | ||||||||||||||||||||||||||||||
