October 13, 2013
This standout campaign created buzz by leveraging the Yahoo Mobile homepage that simulated a demonic possession of a user’s phone. Upon landing on the homepage of Yahoo Mobile, users’ mobile devices started an automatic search, typing “All the activity has led to this.” Users were then pushed to a search page where ‘Paranormal Activity 4’ was featured. Following that, users received an “incoming video call” alert from the film’s teenage character. If the user clicked “Accept,” they were redirected to a chilling, frantic video call and sent back to the film’s homepage. This auto-initiated execution garnered over five million impressions, and interaction rates exceed industry standards by almost 200 percent.