BETC Paris, Paris Follow Update

  • 85-87 rue Du Faubourg Saint Martin Passage du Désir
  • Paris 75010
  • France
  • Phone: (+33) 01 56 41 35 00
  • Fax: (+33) 01 56 41 35 01

13ème Rue - "Kill a Friend" - BETC Paris

  • Kill a Friend
  • 13ème Rue
  • NBC Universal
  • BETC Paris
  • France
  • Send a Killer
Product CategoryTV/Radio Programs & Stations
More Information
Media TypeCase Study
Awards The Mobius Advertising Awards, 2010 (Best Of Show) for New Media
London International Awards - LIA, 2010 (Bronze Winner) for Integrated Campaign
Epica Awards, 2010 (Silver) for Consumer Internet Sites - Non-Durables
Epica Awards, 2010 (Silver) for Integrated Campaigns
The Golden Drum Awards, 2010 (Golden Watch) for Advertising campaigns
The Golden Drum Awards, 2010 (Golden Drum) for Interactive advertising campaigns
ADC*E / Art Directors Club of Europe, 2010 (Gold) for Interactive media: websites & DVDs
Cannes Lions International Festival of Creativity, 2010 (Silver Lion) for Publications & media
Cannes Lions International Festival of Creativity, 2010 (Silver Lion) for Direct Response Digital: e-commerce, online advertising, brand awareness & social media
Grand Prix Stratégies de la Publicité, 2010 (Mention) for Editing, Communication, Culture
Grand Prix Stratégies des Médias, 2010 (Grand prix) for Best media tactic on & off line
Grand Prix Stratégies de la Publicité, 2010 (Winner) for Digital Creativity
Grand Prix Stratégies du Marketing Digital, 2010 (Winner Tied) for Viral Operations
Prix Club des Directeurs Artistiques, 2009 (Winner) for Direct (Relational marketing)
Cristal Festival, 2009 (Cristal) for Viral Mechanism: France


This case study is the key to understand this award-winning innovative and unusual form of entertainment created by BETC Euro RSCG for 13e RUE, NBC UNIVERSAL's crime channel.
After uploading a photo of the friend that you want to eliminate, you, the user, are treated immediately to a video of the murder. Meanwhile, the victim is warned by email that he has just been assassinated and can in turn view the film of his own death. After witnessing his death, the victim is invited to run an investigation to unmask the person who commissioned their murder, discover the motive of the crime and enable the arrest.
This interactive system inaugurates and embodies the new signature of the 13ème RUE brand: “13ème RUE unleashes the investigator in you”. An experience of a criminal investigation, which aims to provide a taster of what, is available daily on 13ème RUE.


The website has now received over 19 million hits, without any media investment, and has been a real success on Internet and on TV. A huge achievement for a French website.