Arguably the most unique component of Lionsgate's The Last Exorcism digital marketing campaign was the Chatroulette reaction video on YouTube, a best-of compilation of user reactions recorded in real time that was created and produced by digital agency The Visionaire Group.
The Last Exorcism Chatroulette campaign made expert use of an actress, green screen video, classic special effects editing and a relatively easy programming trick to swap out the webcam feed for a video loop. Users thought they were getting a treat when the cute girl chatting with them teasingly unbuttons her blouse, but it proved to be more of a trick when she suffers what appears to be a complete demonic possession. A quick edit was made to string together the best reactions and, after being uploaded to YouTube, a classic example of the power of branded viral video content was born.
Heralded as one of the best marketing uses ever of Chatroulette, a social site normally off limits to marketers due to its sometimes graphic nature, the reaction video on YouTube was a huge success -- receiving over 1 million views within 72 hours of posting with no supporting paid media. As of the date of this submission, the standalone video has surpassed 5.8 million views and is still climbing.