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Special Project

Special Project
From the 7th Annual Shorty Awards

Devil Baby Attack

Winner in Film, Humor


To promote DEVIL'S DUE, a horror movie about a girl pregnant with the devil, Thinkmodo 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 City and hidden cameras recorded people's reactions.

The DEVIL BABY ATTACK video was posted on Youtube two weeks prior to the movie's release where it went viral and generated tremendous media coverage and excitement for the film.

Strategy and Execution

The DEVIL BABY ATTACK campaign demonstrates the social media power of a single branded viral video for a low profile horror movie with no major star power attached.

The DEVIL BABY ATTACK video became the center piece of DEVIL'S DUE social media campaign, gaining over 50 million organic Youtube views and over 2 million Facebook shares. The DEVIL BABY ATTACK video became the #2 most shared ad in the world of 2014 and generated free TV media coverage worth $6+ million for the film. Popular entertainment & news TV shows that featured the video include ELLEN, TMZ, THE VIEW, ANDERSON COOPER 360, EXTRA, and INSIDE EDITION. Not only did the TV coverage reach over 100 million TV viewers domestically, but the video generated additional online, TV, and print coverage for the film in other countries around the globe, where the movie was scheduled to be released in the following weeks.

Because of the popularity of the DEVIL BABY ATTACK video, the remote controlled Devil Baby prop was invited to make appearances on influential TV shows such as THE TODAY SHOW, THE INSIDER, and Telemundo's UN NUEVO DIA, where it generated additional media coverage for the film DEVIL'S DUE.

The popular TEENS REACT Youtube Show, created by The Fine Bros (11 million subscribers on Youtube), created an entire episode around the DEVIL BABY ATTACK video, reaching an additional 5+ million viewers on Youtube. Influential Facebook accounts, such as WORLD'S BEST PRANKS (2,3 million likes), shared the video in Facebook's own video player, where it generated an additional 250,000 Facebook shares.

Many influential Twitter users and celebrities tweeted the video, including Smosh, Pe-wee Herman, and Glenn Beck. Ricky Gervais shared the video on Twitter as well, calling it "the best thing ever invented in the history of mankind".


Video for Devil Baby Attack

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