Pop culture is in Oasis' DNA.

We had a music clip to launch.

We knew songs leaking before their official release always created a buzz (as experienced by Kanye West, Beyoncé, Madonna, Taylor Swift…).

So, we decided to orchestrate our own leak on social media.

And we knew the perfect person to help us do that.

Billy, aka @rebeudeter (@madarab).

A 20yo Twitter troublemaker teens celebrated as a hero for having leaked the biggest rap release of 2017. It got him into some legal trouble, not making him the traditional influencer brands work with. And we knew it was exactly what would make the leak believable.

So on May 13th, two days before the TVC’s launch, Billy threatened to leak it on Twitter if he didn't receive 100 cans of Oasis. The brand acted like it didn’t take it seriously. So… @rebeudeter leaked the clip, making it an instant success.

We contacted Billy through Twitter's direct messages. He accepted to leak the TVC for us. Because he was only doing it for fun, he refused to be paid and only asked for Oasis cans in return.

Just like it often happens on Twitter, the whole buzz only started with a few carefully prepared tweets.

Oasis first posted a teaser of its new TVC, announcing it would be a music clip, and would be released two days after.

Billy replied, threatening to leak the TVC if Oasis didn’t send him 100 cans of apple-pear Oasis.

Oasis replied with a joke, indicating the brand wasn’t taking the threat seriously.

So… Billy replied by revealing Oasis’ new TVC, instantly creating a massive discussion around Oasis' film.

Even before it was officially out, Oasis’ new TVC reached more than 3 million views… among a target that would normally not have been interested in a TVC.

The leak remained during 6 hours in Twitter’s trending topics, reaching 250K retweets.

The media believed it, spread the hoax even more, and the leak was featured in articles in national newspapers (20minutes, Ouest France, Le Progrès, LCI, L’Insolite) as well as on France’s first radio among young people, NRJ.

And every time the film was broadcasted on TV afterwards, hundreds of new tweets by young people appeared, referring to it as "the leaked clip".

As a result, we reached 62 million impressions, and saw a 6,9% uplift in brand awareness among 13-17 yo.

And since Billy really does it for fun, he only really was paid with 100 cans of Oasis, making this operation the lowest-budget campaign of Oasis so far.