Challenge: The movie Paranormal Activity created a generalized fear in the audiences, we had to make sure that they wouldn´t miss the second one.

Strategy: Bring the actual experience of fear into our consumer’s life through a viral video to create a huge on-line buzz.

Our accomplice: Radioactiva´s Director (the most popular radio station for our young target).

Activation: A video, recorded from the webcam of the radio station, invaded the web, showing the presence of a ghost haunting the DJ´s while they were on air.

The terrified DJ´s, unaware of our strategy, used their social networks to share their panic. The DJ´s and our consumers became the vehicles of our PR strategy without even knowing it!

Results: - Digital PR strategy done with ($0) no budget.

- More than 430,000 people went to watch the movie - 35% more than what was expected.

The terrified DJs, unaware of our strategy, used their social networks to share their panic. People started conversations about the Paranormal Activity that was going on in the radio station. And the fear was spread all over the most important social networks. The DJ´s and our consumers became the vehicles of our PR strategy.

The values for digital engagement and WOM speak for themselves: - The viral video became a great vehicle of a Digital PR strategy done with ($0) no budget.

- More than 430,000 people went to watch the movie, achieving 35% more than what was expected. - In just 2 days, the paranormal activity that invaded the radio station was seen by more than 5,000 people. Almost the same amount of views that a launching video of a local artist has in a week.