FOR IMMEDIATE RELEASE

Paris, France (October 22, 2013) – To promote the season 3 première of Teen Wolf on October 26, MTV France and the Darewin agency launched the first campaign to take advantage of a Twitter bug that produces visual irregularities. Within the first 24 hours, more than 4600 retweets have been "slashed" on hashtag #TeenWolfFR in France. The buzz is making its way to the US, with 2700 retweets on the English version.

The bold claw graphic, which mimics the marks of a werewolf attack, was designed by an artist/hacker to attract attention by breaking Twitter’s graphic codes.

"No brand has ever created a visual signature within a tweet," says Wale Gbadamosi-Oyekanmi, Creative Director of social TV agency Darewin. "A claw mark leaps out of the standard format and strikes. It’s immediately recognizable. Teen Wolf was the perfect project for this."

By retweeting the clawed-up tweet, anyone can join the pack across various digital and mobile channels (iOS and android 4.2). Claw marks will also appear on the MTV France Facebook page, as well as in SMS communications and emails throughout the week, with support from an integrated media plan.

By sinking its claws into the Twitter universe, the fantasy series cleverly combines digital, storytelling, "hacking" and social networking.