LA FORÊT - BET ON A MURDERER

Gold Eurobest

Case Film

Presentation Image

ClientFRANCE TÉLÉVISIONS - FRANCE 3
Category C01. Use of Digital Platforms
TitleLA FORÊT - BET ON A MURDERER
Product/ServiceLA FORÊT (TV SERIES)
Entrant PUBLICIS CONSEIL Paris, FRANCE
Idea Creation PUBLICIS CONSEIL Paris, FRANCE
Media Placement PUBLICIS CONSEIL Paris, FRANCE
PR PUBLICIS CONSEIL Paris, FRANCE
Production HENRY Paris, FRANCE
Production 2 WINAMAX Paris, FRANCE
Production 3 PRODIGIOUS Paris, FRANCE
Additional Company FRANCE TÉLÉVISIONS Paris, FRANCE
Credits
Name Company Position
Fabrice Delacourt PUBLICIS CONSEIL Executive Creative Director
Kevin Salembier PUBLICIS CONSEIL Copywriter
Julien Boissinot PUBLICIS CONSEIL Art Director
Alexandre Perdereau PUBLICIS CONSEIL Assistant Art Director
Caroline Darmon PUBLICIS CONSEIL Business Director
Lou Leproux PUBLICIS CONSEIL Account Manager
Gwladys Woimant PUBLICIS CONSEIL Digital Producer
Guillaume Cartigny PUBLICIS CONSEIL Tech strategy adviser
Jean-François Clapeau PUBLICIS CONSEIL Editing
Marie Sloutchansky PUBLICIS CONSEIL Social Media
Nilou Soyeux France Televisions Communication director
Philippe Deloeuvre France Televisions Brand Director
Eric Rinaldi France Televisions Art Director
Valerie Manzic France 3 Communication director
Laurent Sauvage France 3 Communication director
Amélie Séchet France Televisions Advertising Manager
Ralph Hippocrate France Televisions Advertising Manager
Alexandre Roos WINAMAX Founder
Christophe Schaming WINAMAX Founder
Mathieu Porri WINAMAX Communication director
Winamax technical Team WINAMAX Winamax technical Team
Jean-Luc Bergeron HENRY Executive producers/ Co-Founders
Jean Ozannat HENRY Executive producers/ Co-Founders
Boris Nicou PRODIGIOUS Head of sound
Clemens Hourriere PRODIGIOUS Sound Producer
Sidney Guillen PRODIGIOUS Sound Engineers
Florentin Foucault PRODIGIOUS Sound Engineers

Why is this work relevant for Direct?

LA FORÊT- BET ON A MURDERER is a live betting second screen experience developed by french TV channel France 3 in order to promote the launch of its new crime drama : « La Forêt ». It turned a six episodes crime series into an interactive content which enabled the audience to place real bets on the murderer’s identity. Developed in partnership with betting platform Winamax and launched online, the experience included an interactive airing of the series enhanced by betting odds which appeared on screen and evolved in real time depending on the plot and the character’s actions.

Background

French TV channel France 3 was ready to launch its brand new TV drama : « La Forêt ». A crime series about a young girl found murdered, and where a whole village becomes suspect. The TV channel wanted to promote this yet unknown series (first season) and create a maximum of attention around it. But how do you generate conversation around this new crime drama, when the market is already inundated with series ?

Describe the creative idea

« I bet he’s the murderer » We’ve all said that while watching a twist-filled crime drama. To promote the launch of its new series, France 3 bounced on this universal insight and set an interactive second screen experience allowing each viewer to take real bets on the series murderer’s identity. Making La Forêt : the first TV series where anyone can bet on the murderer’s identity. As soon as it was launched the idea instantly caught the media’s attention. The impressive media coverage soon reaches the audience, who naturally brought the project and talked about the series onto social medias. Trailers and live posts were placed on both TV and social media in order to drive the audience to the experience. With a special targeting on series fans and gamblers communities.

Describe the strategy

With this universal insight (betting on the murderer’s identity while watching crime fictions), we know the idea will instantly catch the media’s attention. The impressive media coverage soon reaches the audience, who naturally brought the investigation and talked about the series onto social medias. To support the organic buzz, trailers and live posts were placed on both TV and social medias in order to drive the audience to the experience. With a special targeting on series fans and gamblers communities. These trailers and posts also presented characters from the series, with their exact same series’ odds at the moment they were broadcasted.

Describe the execution

To create this interactive experience, France 3 built a unique partnership with famous French betting platform WINAMAX. Together they developed an interactive airing of the series, in which the many suspects would appear on screen with their betting odds matching their suspicion level. These odds evolved in real time, depending on the plot and the character’s actions. Built for a fictional program for the first time, a unique betting algorithm enabled the viewers to live bet on the murderer’s identity each airing night of the series, on the dedicated website lacotedususpect.fr (mobile & desktop) With its strong gamblers audience, the WINAMAX partnership also helped to drive more and more people to this interactive version of the series.

List the results

Launched last November, this innovative interactive experience instantly caught the media’s attention and triggered an impressive coverage. The project has then naturally been brought onto social media by the audience. Ultimately generating more earned media exposure for the series, and one of the TV channel's best audience figures for a fictional program. • 76.2 million media impressions • 15 minutes spent in interaction with the experience on average • 63.5% from mobile users • 13.4 million viewers in 3 weeks for the series • +9.5% viewers for the TV channel (France 3) on the month • 852 winners bet on the right murderer • 21 014€ total gain

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