The idea:

To promote DEVIL'S DUE, a horror movie about a girl pregnant with the devil, we created an animatronic "devil baby" in a remote controlled stroller. The enraged baby was sent out on a rampage through the streets of New York and hidden cameras recorded people's reactions.

Original Youtube Video:

The Results:

50+ million organic views on Youtube

#2 most shared ad of 2014

$6+ million in earned TV media coverage (domestic)

100+ million TV viewers reached (domestic)

extensive global media coverage (tv, radio & print)

  1. *media valuation via TV Eyes Media Monitoring Suite

  2. *online stats via Unruly Media

Case Study Video: