Tipp-Ex Film A HUNTER SHOOTS A BEAR by Buzzman Paris

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Industry Stationery
Media Film
Market France
Agency Buzzman Paris
Director Olivier Bennoun
Art Director Louis Audard
Copywriter Tristan Daltroff
Producer Willy Morence
Account Supervisor Thomas Granger, Christelle Delarue
Production Grouek
Released September 2010

Credits & Description

Category: Interactive Film
Advertiser: BIC TIPP-EX
Product/Service: POCKET MOUSE
Production Company: GROUEK, Paris, FRANCE
Date of First Appearance: Sep 2 2010
Chief Creative Officer: Georges Mohammed-Cherif
Copywriter: Tristan Daltroff
Art Director: Louis Audard
Agency Producer: Elodie Jonquille
Account Supervisor: Thomas Granger
Producer: Willy Morence
Director: Olivier Bennoun
Sound Design/Arrangement: Cinqsursync
Post Production: Stance
Account Manager: Antoine Ferrari
Director Of Photography: Lionel Perrin
Account Supervisor: Christelle Delarue (Buzzman)
Digital Production Manager: Melanie Rohat Meheust (Buzzman)
Digital Production Manager: Laurent Marcus (Buzzman)
Digital Production Assistant: Bastien Chanot (Buzzman)
Interactive Producer: Emmanuel Saccoccini (Grouek)
Community Manager: Xavier Le Boullenger (Buzzman)
Lead Flash Producer: Yoann Gueny (Grouek)

English Description
Tippex , European leader in correction product, wanted to promote online its whiteout pocket mouse during the back to school period.
Buzzman created an interactive campaign drawing viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of Youtube for the first time, utilizing the whole screen to exemplify the use of its white-out product.
For the first time ever, we engaged viewers on Youtube and allowed them to change the name of a video and to rewrite the story.
It started with a video called "a hunter shoots a bear". on Youtube featuring a hunter camped out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should or shouldn't shoot the bear.

Both choices lead to the same outcome.

Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and for the first time ever on Youtube, invites viewers to choose the end of the story by writing their own verbs directly in the title of the video.
42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite.

In 36 hours :
1 million views
100 000 shares on Facebook
up to 1 tweet/second
Virality rate : more than 500%

46 million views
Shares, likes and comments on Facebook : +1M
Tweets : 26 000
1500 blog posts
60 000 online articles
International TV coverage
217 countries hit by the campaign
Earned media : 3.2 million euros ( equivalent of 2 Super Bowl commercials)