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We wanted to emulate the launch of a movie so we took over IMDb and sent out press kits to our top fans. It included a tin DVD case including a consideration letter, thumb drive with the commercial specifically watermarked in true screener fashion, gift card and poster.
Once the campaign was out in the wild we linked up with Imgur to create a scavenger hunt-esque post through the guise of Dr. Ashcroft's Journal.
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