• by OMMA Magazine Writers , August 22, 2011

To promote its horror film The Last Exorcism, Lionsgate teamed up with digital agency The Visionaire Group to spread word of the film's August release. The most unique component of the marketing campaign was the Chatroulette reaction video on YouTube, a best-of compilation of user reactions recorded in real time. Users thought they were getting a treat when the cute girl chatting with them teasingly unbuttoned her blouse, but it proved to be more of a trick when she suffered what appears to be a complete demonic possession. The reaction video on YouTube received over 1 million views within 72 hours of posting - and with no supporting paid media. So far, the stand-alone video has surpassed 5.5 million views and is still climbing.