The primary objective was to generate US$100 million at box office. We needed to spread the net wide, communicating and interacting with a broad audience… not just movie geeks!We knew that film-goers usually look at trailers and movie reviews only.We created a network of faux sites based on characters or plot lines, and launched them 2 months before the main site.On the main site we pushed the idea of “Crashing” through the Crasher Kit.The “Crashing” analogy went further through the key viral piece. People could upload their own picture and that of a friend actually ‘Crashing the Trailer’.