France 3, one of the French national TV channels, was ready to launch its brand-new TV drama “La Forêt”, a crime series about a young girl found murdered, and whereby a whole village becomes suspect. To get people talking about this new crime drama in a market already inundated, the TV channel decided to take a look at the way we watch crime fiction.
« I bet he’s the murderer »
Who hasn’t said this while watching a twist-filled crime drama?
To promote the launch of La Forêt, France 3 and Publicis Conseil pounced on this universal observation and imagined an interactive second screen experience allowing each viewer to take real live bets on the series murderer’s identity.
In partnership with betting platform Winamax, France 3 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 ever, 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).
Fabrice Delacourt, ECD at Publicis Conseil said:
“The part that TV series play in our daily lives offers a unique playground to create this kind of project. From insights found around the consumption of the thriller genre, to the creation of betting odds adapted for the first time in fictionial storytelling, every step has been an opportunity to see the line between communication and pure entertainment blurring.”
For the duration of the three-week series, its’ 13.4 million viewers spent 15 minutes on average interacting with the experience, with 63.5% of those interacting from their mobile devices. As a result of the campaign, France 3 gained +9.5% viewers by the end of the series. And finally, 852 winners bet on the right murderer.