Mitu produced the first ever Digital Roast in Latin America with sponsor Telcel 4GLTE (one of the largest cell carriers in Mexico). Fans and peers gathered from all over Mexico to roast #1 Mexican comedian and social influencer @werevertumorro (7.2M+ followers) who uniquely spans multiple generations of audiences. The 8 most irreverent YouTubers of Mexico united for a live roasting event in the Blackberry Auditorium and the country’s largest digital star @CidVela AKA Galatzia was the Roast Master.
Mitu partnered with Videoo using #RoastW2MTelcel to open the roast to the public by inviting anyone to either record and post their own roasts of @werevertumorro (https://twitter.com/werevertumorro) and/or suggest insults for the roast master and Youtube social influencer stars. The best videos as voted by the crowd using Videoo were selected to appear live during the night of the roast at the Blackberry Auditorium.
Within only a couple of days, the campaign received over tens of thousands of views (36.28% of unique visitors played the video), averaging 17 clip views per unique visitor, 150+ unique votes, 100+ unique shares of the content, and 72 video clips were contributed by 51 people. Mitu considered this campaign a huge success given the short window, and best of all the sponsor (Tecel) was pleased.