– Brief

For the first time in Brazilian television, Space channel launched Constantine, a series based on the supernatural and demoniac universe. We needed to spread the word on the Internet, where our most likely future audience was: young geek who already knew Constantine story, because of his comics, games and movie. However, there was no budget production, or media.

– Solution

Besides comics and games, these geeks are fans of urban legends too, and love to share this type of content in forums and blogs. We decided to create our own urban legend, based on an old myth: the deal with the devil. We put a soul for sale on an classified online ad, including product details and price. A digital idea with no cost in media or production, that generated earned media, reaching 22 million people on the internet, with 4.500 thousand on-line interactions, and caught the attention of famous blogs and the social media community. In the end, we Constantine bough the soul, keeping it from ending in evil hands, like he always do.

As a result, we succeeded in generating great PR value creating a simple online classified ad with no cost, and made Constantine a trending topic on the internet.

To create an internet urban legend, you need to make it look like real: and that's what we did with our media placement. Instead of using payed media and big online productions, we've decided to created our ad on a classified online site, creating a fictional personal profile that looked like a real one, and making it look more real than ever. Everybody believed it that the guy was real, generating more buzz than ever, and creating a real urban legend. In the end, our media was crucial to help our storytelling grow up.

We didn't pay anything for the production, and almost nothing for media. But even in this low cost situation, we've reached 22 million people on the internet, with 4,500 thousand on-line interactions, and caught the attention of famous blogs and the social media community, just with strategic PR placement and a intriguing story.