The campaign received much media attention and hype. It cut through traditional SMS marketing clutter. It got people’s attention. 17 000 SMS’S in two weeks were sent through the www.horrorfestival.co.za site where people could send the same scary SMS they had received, anonymously to friends.

The campaign received much media attention and hype. It was blogged about, tweeted seen on facebook and even appeared in the newspaper. It cut through traditional SMS marketing clutter. It got people’s attention. 17 000 SMS’S in two weeks were sent through the www.horrorfestival.co.za site where people could send the same scary SMS they had received, anonymously to friends.