13eme Rue (13th Street): I KILL A FRIEND 2

Credits & Description:

Category: Best Online Advertising in a Promotional Campaign

Advertiser: 13ÈME RUE

Product/Service: CRIME TV CHANNEL

Agency: BETC EURO RSCG

Date of First Appearance: Apr 14 2011

Entrant Company: BETC EURO RSCG, Paris, FRANCE

Entry URL: http://www.ikillafriend2.com/

Executive Creative Director: Stéphane Xiberras (BETC EURO RSCG)

Creative Director: Olivier Apers (BETC EURO RSCG)

Creative Director: Ivan Beckzkowski (BETC EURO RSCG)

Creative Director: Christophe Clapier (BETC EURO RSCG)

Art Director: Christophe Clapier (BETC EURO RSCG)

Copywriter: Olivier Apers (BETC EURO RSCG)

Copywriter: Ivan Beckzkoswki (BETC EURO RSCG)

Planner: Julien Delatte (BETC EURO RSCG)

Production: Rita Films (Rita Films)

Producer: Xavier Gens (BETC EURO RSCG)

Media placement: Website - internet - april 2011



Describe the objective of the promotion.

13ème RUE is a cable network channel from NBC Universal, specialising in crime and investigation.



Its objective: to recruit a younger target audience, by having them experience the thrill of investigation they can get from the channel’s programs.



In 2010, 13ème Rue launched jetueunami.com (ikillafriend.com), the first online virtual assassination and investigation platform. It was a hit, reaching 22 million contacts and over 1 million assassinations. How could we go one step further?



Our idea: to leverage the most powerful consumer database: your friends on Facebook. And to leave them a (small) chance to survive…



Describe how the promotion developed from concept to implementation.

Ikillafriend2.com is the first online kidnapping service: once you get kidnapped, you have three minutes to successfully investigate… or you will die.



First, you choose a gang of kidnappers, then a target and give it’s picture to the gang. The victim then receives a link informing him that he’s been kidnapped. He has three minutes to locate where he is being sequestered –otherwise, the kidnappers will get rid of him.

By posting the video of his kidnapping on Facebook or Twitter, he can get an extra 60 precious seconds to investigate.



Explain why the method of promotion was most relevant to the product or service.

This approach was specifically relevant for 13ème Rue, it enabled people to experience the thrill of the investigations they watch, in a fully immersive way

Suspense as a powerful driver to spread the message among your friends: you have only three minutes to investigate. When the given time is up, the only way to get 60 extra seconds is to share the kidnapping story with all your Facebook friends.

Realism: with the unique 3D in-house designed technology used, the 2D picture of the victim is instantly transformed into a 3D face, and then inserted into your typical kidnapping movie scene.



Describe the success of the promotion with both client and consumer including some quantifiable results.

- IKILLAFRIEND2.com is a very recent event (the site was has only been online since April 22nd) but there have been already 1 million hits…we expect the crime rate to rise dramatically…

- It will be launched in 7 different languages (English, French, Polish, Spanish, Italian, Flemish and German).