Devil Baby Attack Prank: An animatronic “devil baby” in a remote controlled stroller goes on a rampage through the streets of New York City and hidden cameras record people’s reactions.

About this entry

To promote DEVIL’S DUE, a horror movie about a girl pregnant with the devil, Thinkmodo created an animatronic “Devil Baby Attack Prank” 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.

Why does this entry deserve to win?

The Devil Baby Attack Prank 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 Prank 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 Prank 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 Prank 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 Prank 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”.

Prank

A practical joke, or prank, is a mischievous trick played on someone, generally causing the victim to experience embarrassment, perplexity, confusion, or discomfort. A person who performs a practical joke is called a “practical joker” or “prankster”. Other terms for practical jokes include gag, rib, jape, or shenanigan.

Pranks differ from confidence tricks or hoaxes in that the victim finds out, or is let in on the joke, rather than being talked into handing over money or other valuables. Pranks are generally lighthearted and without lasting effect; they aim to make the victim feel humbled or foolish, but not victimized or humiliated. Thus most practical jokes are affectionate gestures of humour and designed to encourage laughter. However, practical jokes performed with cruelty can constitute bullying, whose intent is to harass or exclude rather than reinforce social bonds through ritual humbling.

Some countries in Western culture traditionally emphasize the carrying out of Pranks on April Fools’ Day.

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