To promote their new original series "Guyane" (international title: "Ouro"), which premieres January 23rd, French pay-TV giant CANAL+ partnered with ad agency BETC Paris to take people into the depths of the Amazon rainforest.
The adventure drama revolves around a 20-year-old geology student from Paris who travels to French Guiana to do an internship in a gold mining company. Just like the series' protagonist, commuters on the Paris Métro line 3 now get to enjoy a jungle atmosphere at the station Opéra, which was transformed into an exotic jungle in a marketing stunt developed by BETC. The huge installation, which will be there until February 1st, not only informs about the series' premiere date, but also encourages commuters to head to Instagram, where CANAL+ and the agency give users the chance to become a gold digger themselves.
On an extensive Instagram account for the series (@guyane_canalplus), users can search for a golden nugget for the chance to win a trip to French Guiana worth 12,000€. The hunt for gold kicked off on January 18 (the same day the Métro station takeover launched). To find the nugget, users have to dig deep into the ground (i.e. the depths of the Instagram account) by scrolling down.
Superbe activation sur IG pour @GuyaneCANAL.
— SaidAmra (@SaidAmra) January 18, 2017
To make it slightly difficult for users, the account comprises 825 photos on which the nugget might be hidden. Once users think they found it, they can enter the sweepstakes by sending a private message with the photo to a separate Instagram account along with their e-mail address. Users will then receive an e-mail from CANAL+ either confirming they have found the nugget or notifying them that they have to keep looking. In addition to the out-of-home marketing campaign and game/sweepstakes on Instagram, CANAL+ also launched a nine-part web spinoff. "Guyane, Entre Fiction et Réalité" (Guyane, Between Fiction and Reality) is available at the CANAL+ website and YouTube channel.
La #Guyane terrain de jeu idéal pour le western moderne de Kim Chapiron et Fabien Nury. Intégrale des 9 webisodes ➡️ https://t.co/qd31lBarMcpic.twitter.com/XPkIy97VMV — GuyaneCANAL (@GuyaneCANAL) January 3, 2017
The experience explores the beauty and diversity of the Guianese jungle and draw parallels between the series and real life. Each episode is dedicated to a different aspect, such as the fauna, flora, inhabitants or common myths. It also provides viewers with a glimpse behind-the-scenes of the filming of "Guyane" and the adventures experienced both in front of and behind the camera.
Nicole Greiner is a research analyst at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.