This campaign for the LionsGate movie Drive Angry was quite unique. I designed a prank email letter which accused the recipient of driving infringements. A database of subscribers received this email. The email dynamically inputed both their name and location, these two pieces of personal data combined with my concept for the fictitious driving body the DAA helped sell the idea this was a legitimate correspondence from an official body. When the recipient clicked on the link they were taken to the Drive Angry splash page where they were shown the movie trailer and given the opportunity to prank their friend. This prank went viral very quickly and created a lot of attention for the movie release.
