Current Humo's anti-campaign is probably the first use of a character blog or adverblog in Belgium. Credit goes to De Mortierbrigrade, an agency run by the son of Humo's ex-Chief Editor.
The campaign tries to promote the results of a survey among youngsters that will be published in the offline magazine. A so-called fed-up market research character has opened a weblog holding a few movie clips. These clips clearly prove that the current average youngster is no good at all - exactly the opposite of the outcome of the survey. That's why the weblog is called : Humo lies! (in Dutch only!, like the magazine).
Regularly, new entries with clips are added to the weblog (like on a real blog). The visitor has the possibility to leave his own thoughts and remarks (like on a real blog). But s/he can't react upon individual posts : s/he can drop a comment on a forum that looks like a comment screen of a real blog.
The blog also holds a funny chain letter video in an attempt to increase viral spread. The clips also feature on TV. The latter still helps to increase the numbers ...




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