Illegal downloading via torrent is a serious problem in Korea.

MBC, the biggest network in Korea decided to raise awareness of piracy to illegal downloaders who can’t be reached through traditional media.

To communicate with our target pirates, we used torrent as our media.

We manipulated the #1 TV program by inserting an exclusive footage using a famous celebrity, then seeded it on torrents immediately after airing. 

Inserting the QR code drove people to MBC's website, for a legal download.

500 peers shared the file hourly, 45,000 in two weeks. Two weeks after, viewers on the website increased by 39%.

In order to reach those who can't be reached through traditional media, we created our own 'Torrent' file to communicate our message and used torrent as our media.

To expand campaign widely, media team picked the No.1 TV show in Korea called 'Infinite Challenge' that gets the highest hits on torrent sites/communities, and included the campaign message delivered by a top celebrity from the show in between the file.

Then we seeded the file on torrent immediately after airing.

We were able to expand the campaign widely just by seeding one torrent file, because it turned into self-reproducing media. Also our pinpointed targets becomes another campaign messenger.

By just one person downloading the file, it automatically becomes a seeder(media) to expand the file to other peer(targets) that again become seeders to other peers. Through this method, the campaign was delivered successfully at no media cost.

Right Target, Right Time & No Media Cost!

We had 513 peers download the file per hour, and more than 45,000 peers(new media) in two weeks. The paid viewers on MBC's website had increased by 39%.

We also have received many responses through variety of media & SNS, about our successful campaign regarding the issue of legal download.

We turned the target to another direct media which can self-reproduce, and directly delivered our message to the target audience.

Therefore, the campaign was successfully viralized within the target audience at zero media cost.