Carrie: Telekinetic Coffee Shop Surprise
The client, Carrie, wanted to generate massive buzz and intrigue for the 2013 horror movie remake. They needed a viral campaign that would make the supernatural theme feel real and provoke genuine reactions from a broad audience. The challenge was to create a memorable experience that would drive awareness and conversation, ultimately encouraging ticket sales by making people believe in telekinesis, even for a moment.
Creative Idea
Carrie staged a telekinetic coffee shop prank, making the movie's supernatural horror feel terrifyingly real.
To promote the movie "Carrie", the marketing team staged a shocking telekinetic prank in a real coffee shop, where they created an elaborate staged scenario making unsuspecting customers believe a girl was using supernatural powers to violently throw people and objects around. The viral video captured genuine terrified reactions, generating massive buzz and intrigue around the horror movie's supernatural theme by making the impossible seem momentarily real.
Creative Strategy Deconstructed
Company
Sony Pictures possessed a high-concept horror IP and the technical resources to execute complex, movie-grade practical effects in a public space.
Category
Traditional movie marketing relies on passive trailers and billboards that viewers often ignore, failing to capture the visceral fear of the genre.
Customer
Audiences are increasingly cynical toward digital effects and crave authentic, high-stakes reactions that confirm their fascination with the 'impossible' becoming real.
Culture
The campaign capitalized on the peak 'viral prank' YouTube era, where viewers were highly motivated to share shocking, real-life disruptions of social norms.
Company
Sony Pictures possessed a high-concept horror IP and the technical resources to execute complex, movie-grade practical effects in a public space.
Category
Traditional movie marketing relies on passive trailers and billboards that viewers often ignore, failing to capture the visceral fear of the genre.
Strategy:
Blur the line between cinema and reality through a visceral prank to make supernatural horror feel undeniably real.
Customer
Audiences are increasingly cynical toward digital effects and crave authentic, high-stakes reactions that confirm their fascination with the 'impossible' becoming real.
Culture
The campaign capitalized on the peak 'viral prank' YouTube era, where viewers were highly motivated to share shocking, real-life disruptions of social norms.
Strategy:
Blur the line between cinema and reality through a visceral prank to make supernatural horror feel undeniably real.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign exaggerated telekinetic powers in a real-world setting. This revealed the visceral truth of fear and intrigue, making the supernatural theme feel real.
Explore Technique
Creative Technique
Prank
The campaign staged a shocking telekinetic prank in a coffee shop. This technique aimed to fake out unsuspecting customers, generating genuine terrified reactions.
Explore Technique
