The brief: To generate awareness and drive people to cinema by generating buzz.The Idea: Bring Pulse plot to real life, by creating a fake blog which is possessed by ghosts, and allowing users to become both main characters of the movie and the spreaders of the action, thanks to a high-level personalisation tool which allows text, audio, and real time webcam recording video for scaring friends.The Results: +300,000 visits with no advertising cost.+1,250,000 visits by now+18,000 references on blogs, forums and webs+175,000 viral email sent.