So far, a few brands have tried to take advantage of Chat Roulette as a marketing vehicle, including French Connection and Giffgaff. Now online condom store Condomerie has taken the initiative to create an HIV awareness campaign using Chat Roulette. The brand recruited a woman to sit semi-naked in front of a webcam and play Chat Roulette. Covering her breasts was a sign that was illegible when she was holding it close to her chest. Once she had got her fellow chatter's attention, she would move the sign closer to the webcam so that they could read the message "Bingo! You are now in touch with an HIV infected person. Don't play Russian roulette in real life", along with the URL condomerie.com.
Most of the men the women ended up chatting to are at first visibly turned on by the sight of the attractive woman, before taking a closer look to read the message. This piece of guerilla marketing has been turned into a viral video (below) to encourage condom use.