BUZZ Promo, Case study CHATROULETTE by McCann Madrid

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Spain
Agency McCann Madrid
Art Director Miguel Angel Garcia Salcedo
Copywriter Dan Manases Perales
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: BUZZ TV CHANNEL
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL:
General Creative Director: Leandro Raposo (McCann Erickson Spain)
Executive Creative Directors: Monica Moro/Pablo Stricker/Pablo Colonnese (McCann Erickson Spain)
Executive & Online Creative Director: Hugo Olivera (McCann Erickson Spain)
Copywriter: Dan Manasés Perales (McCann Erickson Spain)
Art Director: Miguel Angel Garcia Salcedo (McCann Erickson Spain)
Art Directors: Teresa Martínez/Alvaro Del Coso (McCann Erickson Spain)
Technical Director: Enrique Moreno (McCann Erickson Spain)
Creative Programmers: Fernando García/Diego García (McCann Erickson Spain)
Production Director: Josep Roure (McCann Erickson Spain)
Planner: Martin Redigolo (McCann Erickson Spain)
Media placement: - Online - 01/03/10
Media placement: - Online - 01.03.10
Media placement: blogs - Online - 01.03.10

Results and Effectiveness
Results of communication activity:   In this way, we made the public both a witness and a central character in the plot, and that public was imbued live with our message, as well as having a good time with us. Not only that, a number of blogs and national and international online media reported the action.

Creative Execution
The experience was as simple as it was devastating. An attractive young girl would connect and begin a conversation, when suddenly she would be attacked from behind by a masked murderer. In the purest movie style, the assassin would take the people at the other end of the webcam by surprise. The idea was to convey more of a sensation than a message. The same sensation they could later repeat whenever they wanted on Buzz TV. Some people took fright, others were bewildered, others laughed out loud, yet others ran off in panic, but in any case, they all endured a different experience and felt highly involved in the action.

Insights, Strategy & the Idea
Though the Chatroulette phenomenon is quite recent, its popularity is enjoying relentless growth. Added now to the surprises offered by the very possibility of chatting with strangers at random is the presence of certain new experiences for the user. In this case, it is the terror and suspense television channel, Buzz TV, which has taken the step, by using Chatroulette as a way of communicating a message in a very different way. Buzz TV defines itself as an intense, real channel, with no limits. Which is why the brand opted for getting users to endure an experience that was a blend of these criteria.