We´ve leaned on 5 of the most popular celebrities of the target.

Through Twitter, Warner “invited” 4 YouTubers/Twitter-stars to see the movie but it “forgot” to include one of them. So, the one left behind “asked” his followers to “Troll” WB accounts to get the invitation and thus bursting our campaign.

The request had a huge response, so WB “had” to invite the 5th celebrity.

These 5 celebrities “organized a Proyecto X like party”.

We filmed 5 videos from each point of view, which then were uploaded on their Youtube accounts for their followers.

This party was filmed the week before and then posted on a specific date making it believe it was all happening in real time.

In the end, we invite users to make a video showing their version of "Project X" in order to win a feature of the film and the chance to meet their idols.

We´ve reached 2,014,046 people through social networks in Mexico.

• 33,358,427 mentions (impressions) of the hashtag #ProyectoX in social networks. Surpassing, by far, Mexico´s Twitter Trend Topics.

• More than 1 milion views in YouTube.

• More than 100 videos created by users talking about the movie (In less than a week).

• 1 of our videos got to YouTube’s Homepage as a “Suggested video” in a completely organic way.

• And EVERYTHING in ONLY 3 weeks.