ThinkJam coordinated the campaign creative duties, while Moxie Interactive executed the media buying and planning.
"We set out to develop a new type of interactive social media campaign," said Sal Apodaca, executive director, media, Fox Home Entertainment.
In tune with the film's theme, Fox Home Entertainment worked with ThinkJam to develop a site that gives consumers tools to create, distribute and embed "Shutter" "fear photos" of themselves, friends and family with ghostly images.
"Fox Home Entertainment really challenged us to create a new type of advertising unit that enables consumers to produce custom 'fear photos' that could then be served to them online within the actual Shutter DVD advertising campaign," said Dea Lawrence, senior vice president of sales for PointRoll, a wholly owned subsidiary of Gannett Co.
After users create their photos, they are incorporated into a PointRoll-developed ad unit, and served online through a variety of publishers, allowing the consumers to potentially see themselves in a Shutter DVD ad banner generating the most personalized ad experience to promote the film's DVD release.