Market competition has been heating up fiercely for CANAL+ in recent years, with the arrival of new services such as Netflix, VOD, and TNT channels, among others.

Users have more ways of accessing movies than ever, though often illegally and in poorer quality (via streaming and downloads).

However, CANAL+ remains the only TV channel offering its subscribers 30 new films every month, all of which remain available for an average of two months via the 'On Demand' video service.

Why? Because CANAL+ contributes financially to almost every film produced in France, as well as producing its own material through studio Canal and being actively involved in the biggest film festivals and award ceremonies (Cannes, César Awards, the Oscars...)

More than simply being a fun and immersive experience, “Being the bear” is a chance for CANAL+ to highlight the depth of its involvement with cinema, reminding users than only their channel can offer the latest blockbusters alongside art house releases.

Being the Bear is an interactive experience allowing users to step into the shoes of the famous bear and to become the director of the scene themselves.

By taking control of the set, users can direct their cast by voice (or by keyboard) via a voice recognition system.

They can direct the scene in a variety of film genres (comedy, art-house, western... or even porno). The cast enact the scenes of dozens of different transitional sequences.

A konami code also allows users to trigger the famous tantrums of Paul Bearman and hear him blast out “I don’t give a shit”.

As the objectives were as much the image as the transformation and the engagement with the brand, we measured both dimensions.

The engagement was total with 400 000 unique visitors, 20% more than what we predicted.

The number of subscriptions has increased by 18% and over 10 000 emails were gathered.

More than 25 000 tweets and comments have been posted during the operation.

The Image has been positively impacted as well since the social shares were 100% positive and proved the target audience has been convinced of the modernity of CANAL+ : “smart”, “genius”, “fun”…

PR releases were numerous in both general media and specialized press : BFM TV, Le Figaro, The Next Gag, Goldem 13, La Reclame, Koreus…