Rings Prank: A prank video showing the girl from The Ring terrorizing unsuspecting customers at a TV store has gone viral in just 24 hours, and ET has the details on how the stunt came together.

In the video, customers are shown a wall of TVs at an electronics store, but one of the screens turns a bit too lifelike when Samara, played by Bonnie Morgan, crawls out of it and onto the showroom floor.

Marketing agency Thinkmodo was the brains behind the viral video, which has been viewed more than 200 million times on Facebook and another million times on YouTube.

“One of those TVs we rigged so that when the TV moves up and we distract people to look to the side, it reveals the actual character from the movie whose image is being played on all the other TVs at the same time,” Thinkmodo co-founder James Percelay tells ET.

The video is meant to promote The Ring sequel, Rings Prank, opening Feb. 3, and it’s just the latest attempt at marketing glory from Thinkmodo. The company was also behind the “Devil Baby Attack” video in 2014, promoting Devil’s Due, as well as 2013’s hugely popular, “Telekinetic Coffee Shop Surprise,” for the movie Carrie.

While they have done pranks like this before, none of them garnered quite the same response.

“In some cases, people reacted with laughter, but it was really nervous laughter,” Percelay says. “Others ran out the door, and we had to rein them in.”

Videos such as these seem to be replacing more traditional movie promos, and Percelay explains why Thinkmodo’s approach can be more powerful than a trailer.

“Studios do a great job in promoting their movies, but it’s somewhat conventional,” he says. “Audiences are really expecting to somehow participate in a video more — to comment on it, to share it. This kind of video really engages audiences.”

About Rings Prank

The objective was to create an entertaining and highly sharable video to get people excited about the return of the scary THE RING franchise. The purpose of the video was also to generate earned media coverage for the movie domestically as well as internationally.

Why does Rings Prank deserve to win?

To promote Rings Prank, the second sequel of THE RING franchise, we re-created the franchise’s most iconic scene (girl crawling out of a TV) in real life. Hidden cameras recorded people’s reactions as they witnessed Samara, the franchise’s famous scary character, crawl out of a TV inside an electronics store.

The video was posted to the official RINGS Facebook page two week’s prior to the movie’s release.

Rings Prank Results

With over 300 million Facebook video views, “RINGS – TV Store Prank” is the most watched Facebook video of all time. The original video has been shared over 6 million times on Facebook and has been re-uploaded hundreds of times to other users’ accounts, reaching millions more across all platforms, including Youtube.

The video has received national TV news coverage, reaching over 20 million TV viewers in the US alone. It has also become a global news story, receiving media coverage across the world. (Watch linked case study for all results and highlights).

Shoppers at a television store may not have seen the mysterious video that kills viewers after seven days, but their life still flashed before their eyes in a terrifying “Rings Prank”. Paramount promoted their latest film in “The Ring” franchise by having the character Samara crawl out from a TV and scare customers. Their efforts certainly did not go to waste.

The prank, which was captured using hidden cameras, has gone viral, attracting hundreds of millions of views across their social media platforms. On YouTube, the video has received more than 4 million views, while over 260 million people have viewed the Facebook video. The video that was shared to Twitter has received more than 28,000 retweets.

The video features Samara, played by Bonnie Morgan, and shows people’s genuinely terrified reactions as the super realistic character suddenly comes to life. As people are innocently shopping, the character creeps out from behind the TV, sending people screaming and running.

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