For the latest Bruce Willis movie Surrogates, Disney looked for an idea to shock their target audience in a positive way. The goal of this campaign was to use a creative way of informing as many people as possible in The Netherlands and Belgium about the release of the movie.
Check the take-over here.
The solution to this was to do something completely different with the profiles of people on social networks Hyves and Netlog. An ‘explosive’ trailer of the movie would ‘demolish’ these profiles using special effects. Through the use of spectacular effects and the fact that the profiles were rendered unrecognizably damaged by Bruce Willis, the target audience was stimulated to get the feeling of wanting to show it to all their friends. A send-a-friend option was built in to cater to this need.
By building in a send-a-friend functionality virality was stimulated. 16% of all users made use of this option.
On the next page you can see how the profile was altered.
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