We created a content that profit from the viral abilities of the Facebook platform:- An entertaining content: The idea was to use rugby’s most impressive gesture, the tackle.- A full involvement of the target: after a first video where the Bear, already used in Orangina’s TV commercials, tackled Thierry Dusautoir, the captain of the French National Rugby team and World’s best player in 2011, an interactive contest was launched, where people’s votes were necessary to pursue the tackling saga.- Making fun of stereotypes: All the “tackled” victims were to be chosen amongst a boy with mop top, a bimbo, a preppy woman, a couple of wannabe rockers, a hipster and a hippie.- Create a “rendez-vous” where the audience could gather: Each week, two stereotypes were cast for a public vote on Facebook. The Bear then tackled the chosen character and the video was released on YouTube.

In less than a month, results were impressive. The campaign led to more than 80 000 new likes in France for a total media budget inferior to €35,000 (around €0.44 per additional fan, 53% cheaper than the average Facebook fan’s cost).Moreover the combination of YouTube and Facebook to release the videos led to more than 3 millions views on the YouTube channel.