SAW VII in 3D
February 9, 2011 by
The
Challenge
For the launch of SAW VII, our challenge was to take ‘another SAW movie’ and generate real excitement around the launch of the film.
The
Strategy
With only a few weeks from the briefing to the launch of the film, our approach was to amplify a micro activation virally and use social media to fuel ongoing word of mouth ahead of the launch date to get the target audience telling their own SAW story.
The
Experience
Turning a branded photo booth into a surprise moment of terror, moviegoers were given an opportunity to hop into the blackened photo booth to what the film’s trailer. Once inside the booth the trailer was screened, followed by a photo opportunity. To the absolute surprise of the participants the horrifying figure of Jigsaw himself emerged from a secret curtain, just as the photo was about to be taken. With a cameraman on hand, our viral video was pulled together and spread across the globe.
The
Results
173,650 Youtube views (650% over target)
4,035 Experiential impressions (40% over target)
544 Facebook likes