Sanky looks to a more 'traditional' marketing technique to promote horror movies returning to use in 2010 as another favourite campaign for the year.

The was created by an Australian agency. Basically all they did was create a photo booth where the people would get in and they would play the trailer of the Saw movie and they would film people’s reactions to what they were showing, which was pretty funny. Then, towards the end when it had been amped up, a guy with a mask with the face of the puppet from the movie would then put his head inside the booth from outside and scare the heck out of them.

It’s the most low-fi creative media I’ve ever seen in my life. It’s at the level of Ghost train technology, but people’s reactions were brilliant and there’s something quite charming about just having a guy with a mask on doing that. They then used the reactions in a viral to promote the movie. It’s very effective. It’s not shot very well, but the audience for that kind of film don’t really mind that.