Rich media-based screen takeovers are ubiquitous among entertainment brands, but a&e Television's campaign for Paranormal State was anything but normal. Using horrific audio, visual and typographical treatments that would have done Exorcist director William Friedkin proud, a&e promoted the new cable tv series in a way that was sure to creep into the consciousness of the show's 18- to 49-year-old target, three-quarters of whom say they've had a paranormal experience. In one of the executions, blood-like type appears to flow up Web pages, not down them. Audio executions exploit layered sound effects that creeped out our screeners and made us think twice before clicking. Not so for a&e's target group. The campaign helped generate more than 2.5 million viewers for the show's premiere.