If you thought the prank marketing for Stephen King’s Carrie redux was good, you’re going to die when you see the viral video spawned by Devil’s Due. Even an aggravated telekinetic in a coffee shop capable of moving furniture and individuals with her mind to the frightened shock and awe of customers is no match for the spawn of Satan in a baby carriage.
In order to promote the upcoming low-budget horror-thriller starring Allison Miller and Zach Gilford as a newlywed couple that’s expecting and documenting their expectancy for the benefit of their social media circles, the powers that be at Devil’s Due tapped New York City-based “viral video marketing agency” Thinkmodo to come up with a marketing campaign worthy of the spiritual successor to Rosemary’s Baby. In response, Thinkmodo Co-Founder, Michael Krivicka and company came up with an animatronic, remote controlled demonic infant in a carriage capable of moving relatively freely around the streets of NYC and greeting passersby.
The results were nothing short of fantastic. Give them a watch:
Since its upload on January 14, 2014, the video has already accumulated over 21 million views and at least one appearance on the Today Show. That’s, impressive, to say the least, but it’s not necessarily lighting in a bottle for the team that conceived of the stunt.
Not only does Thinkmodo have an impressive and growing resume of successful online campaigns, the directorial team behind Devil’s Due has some serious online video experience, too. Matt Bettinelli-Olpin and Tyler Gillett directed the feature film as part of the filmmaking collective Radio Silence and were actively engaged in creating the robotic baby prank. But savvy online video audiences will recognize those names from their previous content creating group, Chad, Matt, & Rob, which made a few very successful, prank-related viral videos of its own.