Making use of the fact that one of the main characters in “Brain Drain” faces the challenge of filling a 5-liter bottle with his own semen, we designed a contest with the same challenge. We created www.the5litresexperiment.com, a website with a fictitious competition that challenged any man in the world to fill a 5-liter bottle with his own semen. The winner would win a bizarre prize: 50 liters of milk per month. People believed the contest was real and could request a bottle to take part. After one week, more than 200,000 hits and hundreds of bottle requests, we revealed who the winner was: the actor who faced the same challenge in the movie.

Because it was a website in English, with a translation into five languages, people from all over the world found out about the challenge. We got more than 600,000 hits on the website, 200,000 in the first three days, from more than 163 countries. 3,000 people filled out the bottle request form. Data from Youtube: more than 200,000 hits in late March, 113,893 for the video subtitled in Spanish, and more than 25,000 people watched the end of the contest with the winner of the movie. We appeared on the most popular TV shows amongst the youth target group. The movie was a resounding success in theaters.