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Send a Killer - 13ème Rue - agence BETC Paris


This case study is the key to understand this award-winning innovative and unusual form of entertainment created by BETC Euro RSCG for 13e RUE, NBC UNIVERSAL’s crime channel.
After uploading a photo of the friend that you want to eliminate, you, the user, are treated immediately to a video of the murder. Meanwhile, the victim is warned by email that he has just been assassinated and can in turn view the film of his own death. After witnessing his death, the victim is invited to run an investigation to unmask the person who commissioned their murder, discover the motive of the crime and enable the arrest.
This interactive system inaugurates and embodies the new signature of the 13ème RUE brand: “13ème RUE unleashes the investigator in you”. An experience of a criminal investigation, which aims to provide a taster of what, is available daily on 13ème RUE.


The website has now received over 19 million hits, without any media investment, and has been a real success on Internet and on TV. A huge achievement for a French website.


  • Annonceur : 13ème Rue
  • Marque : 13ème Rue
  • Type de média : Étude de cas
  • 1ère diffusion : 2009
  • Pays : france
  • Site web :
  • Date de mise en ligne : 6 mars 2014


  • Agence : BETC Paris
  • Type d'agence :


  • ADC*E / Art Directors Club of Europe 2010 : Gold Interactive media: websites & DVDs
  • Cannes Lions International Festival of Creativity 2010 : Silver Lion Publications & media
  • Cannes Lions International Festival of Creativity 2010 : Silver Lion Direct Response Digital: e-commerce, online advertising, brand awareness & social media
  • Epica 2010 : Silver Consumer Internet Sites - Non-Durables
  • Epica 2010 : Silver Integrated Campaigns
  • Grand Prix Stratégies de la Publicité 2010 : Mention Editing, Communication, Culture
  • Grand Prix Stratégies de la Publicité 2010 : Winner Digital Creativity
  • Grand Prix Stratégies des Médias 2010 : Grand prix Best media tactic on & off line
  • Grand Prix Stratégies du Marketing Digital 2010 : Winner Tied Viral Operations
  • London International Awards - LIA 2010 : Bronze Winner Integrated Campaign
  • The Golden Drum Awards 2010 : Golden Watch Advertising campaigns
  • The Golden Drum Awards 2010 : Golden Drum Interactive advertising campaigns
  • The Mobius Advertising Awards 2010 : Best Of Show New Media
  • Cristal Festival 2009 : Cristal Viral Mechanism: France
  • Prix Club des Directeurs Artistiques 2009 : Winner Direct (Relational marketing)

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Le retour des PANIK! - General Pop


Je t’emmène au vent - Bouygues Télécom

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