Cannes Lions

RINGS - TV Store Prank

THINKMODO, New York / PARAMOUNT PICTURES / 2017

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Film
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Overview

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Credits

Overview

Description

We re-created THE RING franchise's most iconic scene (girl crawling out of a TV) in real life. Hidden cameras recorded people's reactions as they witnessed Samara, the franchise's famous scary character, crawl out of a displayed TV screen inside an electronics store.

Execution

Two weeks prior to the movie's theatrical US release, RINGS - TV STORE PRANK was uploaded to the official RINGS Facebook page, which had 1.4 million likes the morning of the launch. The widescreen version of RINGS - TV STORE PRANK was uploaded simultaneously to Youtube and given exclusively to an influential web culture site (Gizmodo) who would be the first to publicly embed and share the video.

Outcome

With over 325 million Facebook video views, RINGS - TV STORE PRANK is the most watched Facebook video of all time, and there is no close second. The original video has been shared over 7 million times on Facebook alone and thousands of copies have been re-uploaded to various other platforms. The fanbase on the official RINGS Facebook page jumped from 1.4 million likes to 2.8 million likes.

RINGS - TV STORE PRANK became the #1 trending video on Youtube during the week of the launch and received national TV news coverage, reaching over 20 million TV viewers in the US alone. It has also become a global news story, generating media coverage for RINGS in many other countries across the world where the movie was released as well.

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