A completely new communication medium was required: inside people’s heads. We used an Ultrasonic Sound Cannon, which uses special frequencies that can pull someone out of a crowd so that only that person can hear anything. If you’re in the beam you hear it, if you aren’t you won’t. Spooky voices, rattling chains and ghastly cries were put into unsuspecting people’s heads freezing them in their tracks until the ruse was exposed. The fright was immediately paid off with guerilla signage and an accompanying street team. We filmed the whole thing.

For a moment people were freaked out. Then excited. Immediately, there was a 30% subscription increase, which help contributed to Scream TV’s annual goal of 45%. People had never experienced a freaked out moment like this and they were buzzing about it. There was ongoing dialogue on video sharing sites, blogs, and fan sites and you can bet it was the exciting topic of chat around the water cooler at work the next day. The Canadian press was all over the promotional spook of Supernatural. But best of all, thousands of people across Toronto got to directly experience a Supernatural thrill before they even tuned into the show.