It was scary, really seriously scary. Taboo took to a mobile viral marketing campaign like a blood lusting, chainsaw wielding psychopath to Jamie Lee Curtis.
"Preytime" promoted the PREY movie release via a microsite application linked to mobile that invited users to send a stalker message to a friend. Users chose from one of three stalker text message templates and then added specific information relative to their victim. The application automatically generated stalker texts sent direct to the victim's handset. This freaked them out! ...but not for too long.
A follow up SMS would be sent informing the victim that they have just been preyed upon by their friend along with a call to action to prey on another victim. The message finished off with release date information for PREY The Movie.
The response was epidemic.