Cannes Lions
FULLSIX, Levallois-Perret / WARNER BROS / 2002
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The French comedy "Le Boulet" was released with great success on April 11 2002. To prepare the launch, FullSIX created for Warner Bros a unique online operation, with three major steps:A thematic site around the idea of "Le Boulet" (a "boulet" is the kind of friend you can't get rid of): Amongst highly comic contents, content includes: the historical boulets, tips on how to identify a boulet, boulet to boulet wanted ads, and an online game that allows users to denounce their friends as being "Boulets". The biggest boulet wins. This first step was launched by an emailing and partnerships, and saw great success.
As a second step, the thematic site was converted into a formal "movie site", enabling former consumers to create a link between the theme site that they previously enjoyed and the movie. To keep the excitement high at launch time, an online game was organised with great dotations. The global operation was highly successful and was praised by both websurfers and the French internet industry.
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