To generate viral buzz we created this online film to look like studio archive reference footage of ape intelligence. Viewers couldn’t be sure whether what they watched was staged or actually disturbing evidence that apes were getting smarter. This viral video was distributed through various online channels including YouTube, and evangelized by a distinct network of digital influencers to drive word of mouth, hosting live streaming chats the day before the film opened, discussing their anticipation of the film and giving away tickets.

Our strategy of misleading viewers into thinking that apes were getting smarter worked so well that this video was reported as an actual piece of news footage in India, and to date has been viewed over 20m times on YouTube. With the help of our digital influencers we hyped a trending topic on Twitter with the hashtag #apeswillrise and earned a peak of social media mentions the night before the release of the film.