The solution was to create a prank call with the voice of Jigsaw, the killer from the film. The feature allowed Saw V site visitors option to either personalize the message by entering the name and number of the person to whom they wanted the message delivered or create an outgoing message. The first option was to create a voicemail greeting that includes Jigsaw saying their name. This message was inserted in the user’s mobile phone (using info given by the user on the microsite including their carrier and voicemail PIN). The second option was an audio message that they can send to a friend as a phone call that includes Jigsaw saying their name and their friend’s name.What's the catch? Both messages allude to the fact that the caller needs to say something clever to save the life of their friend from the fate of Jigsaw.

A total of 15,242 customized voicemails messages were installed on user’s phones and 220,502 custom messages were sent out over the 13 days before the site was taken down. On the final day of the promotion, 70,377 messages were sent out by users.The promotion caused such a stir in Canada that the Ontario Provincial Police issued an official statement to the public. The Canadian Press, the Toronto Star and a number of other Canadian news sources wrote about it just weeks before the release of the film. The campaign made MSNBC’s Countdown with Keith Olbermann and the AdRants blog.