Every new years eve in Puerto Rico criminals shoot to the air, wounding and killing the innocent.Fact: nowadays everyone is connected via social media, even criminals.We sent 4 bullets as profiles to find criminals on Twitter and Facebook. We used viral marketing bots to extract users from Fan Pages. The bullets lured in those who live lives filled with guns and drug trafficking.We started a conversation, asking for a truce before December 31st.

428 criminals became advocates of the cause. They asked for a truce on our behalf to their contacts, reaching more than 50,000 people.

We decided to steer away from a traditional campaign and look for ways to find these criminals and start a face to face conversation.We created profiles for four bullets on Twitter and Facebook. We used viral marketing bots to extract people from high traffic fan pages. People attracted to guns and violence were lured by the bullets. They accepted them as friends. We started a conversation to try and stop them from the dangerous practice before December 31st.

We reinforced the campaign with, integrations in local and relevant shows on tv and radio, Brands Fan Pages along with TV, Print, Radio, Outdoor and web banners. The goal was to have the request for a truce follow our target on his day to day media consumption.

428 criminals became advocates of the cause. They asked for a truce on our behalf to their contacts, reaching more than 50,000 people.