• by OMMA Magazine Writers , September 15, 2009

Bringing the movement to ban non-humans from Sony's sci-fi film District 9 to life, the campaign to generate early buzz about the film (and make clear that it was different than Peter Jackson's long-rumored Halo project) utilized social media, a fake blog, Web site portal, videos, a participatory video game, and even a hotline so fans could relay non-human sightings. The end results were unprecedented: 394k hotline calls, fan-created videos on YouTube, a Facebook fan base that grew from 1,500 to 85,000, and 90% positive buzz online.

Sony Pictures: Stefanie Napoli, Executive Vice President; Elias Plishner, Senior Vice President.