Fatso Online Campaign Presentation Launched April 2008

Synopsis The film «Fatso» is based on a Norwegian book by the same name. The main story is about Rino, a fat and lonely guy, who lives together with his so called friend Philip. Rinos world circles around porn and being interested in comics, he uses his alterego «Kapteinkuk» (Captain Cock) to visualize his dirtiest thoughts thorugh comic strips and animations. After a while the beautiful Swedish girl Malin moves in and the story continues to evolve around their friendship.

Casestudy

LinksRino's mailbox An illustrator forum used by Rino to expose his alterego Captain Cock A YouTube movie featuring Caprain Cock Facebook profile of Malin (lots of boyfriends) Facebook profile of Rino (no friends of course) Facebook profile of Filip (totally into girls)

Film Trailer

Goal Establish relevant viral marketing for the film «Fatso» which was already a known published novel by the same name. Target group: Young people

StrategySocial media has become an important part of the target groups daily life and therefore it was relevant to use the media as a way to interact and interfere with the story in Fatso.

ConceptThe campaign was launched «by» the main caracters in the movie and their use of channels like Youtube, Facebook and different forums. Since the story is about youth and their thoughts and actions around pornographic content, we believed a viral could be possible. Different digital content all led into Rinos mailbox, the main landing site of the campaign. There all the content on different sites got exposed while at the same time as the visitor gets a feel of a «sneakpeaking» into Rino's life. The content itself is quit provocative and the texts are specially written for the digital presentation. They are funny and well written, which made the visitors spend quite a lot of time on the site. The inbox leads back to other parts of Fatsos universe, i.e. Rino's films posted at Youtube and his account at the illustrator forum.

EffectThe campaign got quite a lot of PR in medias and blogs among the target group. The ambition was not to reach out to «everybody», but to stay true to the concept and story of the film and the caracters in the film.