FX needed an online execution to promote their upcoming new series "Dexter" and briefed us for ideas.As there was no media spend available we decided to produce a viral campaign that placed the recipient at the heart of the campaign - they are posed as the next victim of serial killer Dexter through a highly personalised video. The viral was by far the most successful part of FX's cross media campaign achieving over 1.1 million views, 420K E mails created AND substancial national/international PR coverage. (Figures achieved with no media spend, relying purely on creative to drive send on)