Title	THE JOKER'S JOB INTERVIEW
Brand	WARNER BROS INTERACTIVE
Product/Service	VIDEO GAME
Category	A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	SID LEE Paris, FRANCE
Advertising Agency	SID LEE Paris, FRANCE
Production Company	WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
Production Company 2	GROUEK Paris, FRANCE

Name	Company	Position
Sylvain Thirache	Sid Lee Paris	Executive Creative Director
Johan Delpuech	SID LEE Paris	Managing Partner
Jules Jolly	SID LEE Paris	Art Director/Copywriter
Yvan Archimbaud	Sid Lee Paris	Art Director/Copywriter
Thomas Laget	Sid Lee Paris	Head Of Production
David Bismut	SID LEE Paris	Digital Production Director
Pierre Boudin	Sid Lee Paris	Account Manager

The Brief

We had to celebrate the French release of the video game Batman Arkham Origins. The game tells the story of the young Batman who just arrived in Gotham. The city is run by Black Mask and the Joker, who put a price on Batman's head and hire multiple assassins to get rid of him. We were strongly inspired by the game storyline, and decided to let the fans try their luck and pass interviews with the Joker to become the assassin who would have the privilege to kill the Bat. At the end, the selected candidate would sign a 2000 euros a month contract to play the game and track Batman down in the multiplayer mode.

Describe how the promotion developed from concept to implementation

We were briefed with no media budget in mind, so we decided that we should turn our communication assets into medias of their own: leveraging the tools provided by Google Hangouts, we were able to recruit the fans onto a Joker dedicated page, then expose them to the video interviews, that were broadcasted live and then saved on a YouTube channel. Without spending a cent, we managed to recreate a media ecosystem dedicated to the campaign.

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

For 8 hours a day, during a week, interviews took place on Google Hangouts and were streamed live on a YouTube player integrated within the campaign site. Each interview was published as a separate video on the campaign YouTube channel. At the end of the week, we had about 250 live interviews, 16 hours of footage, over 500.000 views, ten thousand comments and an impressive 10% share rate. As for all the candidates, bloggers interviews were streamed live. One of them got over 100,000 unique views.

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

During the first week, fans had to pass a multiple choice questionnaire that would define their personality as assassins. The 250 best profiles were selected to have an interview with the Joker through Google Hangouts, which happened from Monday to Friday of the second week. The 10 best candidates were then picked to get a final meeting with Black Mask, on a specific day of the third week. During the week of release of the game, we published a recap video featuring the whole operation.