The campaign, created by Blast Radius Paris, is designed to promote M6 Mobile's brand strategy, "Become the one everyone should follow".
Featuring Geronimo the purple lolcat, the campaign encourages users to connect their Twitter account at eatatweet.fr, before sending a message with the hashtag #EatATweet to release a bluebird for Geronimo to eat.
As Geronimo is fed, he gets fatter until he explodes. If a user manages to make the cat explode, all previous players automatically post a tweet about them.
Meanwhile, each time someone tweets from the website, the hashtag #M6Mobile is automatically generated, designed to create a viral promotion for the M6 Mobile on Twitter.
The creative team included art directors, Charles-Antoine de Sousa, Joris Tripier-Mondancin, and Marc Horgues, copywriter Charles Barbillion and creative director Benjamin Bregeault. The campaign was produced by Matthieu Bouilhot.
South African creative studio Am I Collective worked on the illustration and animation.
The campaign was launched on Tuesday and will be promoted by a sponsored trending topic on Twitter next week.
Within the first 48 hours, more than 1,000 tweets were sent using the hashtag #EatATweet, and users spent an average of 10 minutes on the site, which had a bounce rate of 7.8%.
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