The newest Internet sensation is a prank video that’s dubbed “Devil Baby.” The YouTube hit rocketed to close to 17 million views on YouTube in less than 48 hours, thanks in part to the national TV exposure it received on “Good Morning America” and “Entertainment Tonight” on Jan. 15. The video is actually a promotional tool for the horror flick “Devil’s Due,” which releases nationwide on Friday. Is it creepy or genius? Whichever side of the fence you sit on, there’s no denying that “Devil Baby” is being talked about around water coolers across America.
The video, which was posted on Jan. 13, almost immediately went viral and is currently YouTube’s most popular. As posted by ABC News on Wednesday, Thinkmodo produced “Devil Baby” to advertise the movie, “Devil’s Due.” “We like to take an element in the film and recreate it in real life,” Sam Pezzullo from the film company stated. Bob Fredericks from the “New York Post” wrote about “Devil Baby” on Wednesday and exclaimed, “That’s one ugly baby!”
The premise is to scare the wits out of unsuspecting New Yorkers. To accomplish it’s mission, the producers utilize a remote-controlled baby carriage and an eerily real-looking devil baby. When people hear the baby crying, they approach the stroller – only to jump out of their skin when an evil-looking infant pops up in a totally shocking manner. Reactions range from pure fright to total indifference (which is one of the funniest scenes in the viral video). The overall result is pure marketing genius.
Sandra Smith from Fox Business News spoke to ABC’s “ET” on Monday night and stated on air:
This is the new marketing trend that Hollywood is picking up on. This is what creates the buzz right now. This is the marketing of today.
With Super Bowl commercials priced at a record-breaking $4 million for 30-second ads, companies are looking for new and unique ways to advertise their products or services. The trend is of creating and publishing hidden camera videos is dubbed “prankvertising” and it’s catching on big time. The YouTube creations are cheap to produce and attract a younger audience. Advertisers realize that people are no longer sitting around a TV. Instead, they’re watching ads and TV shows on cell phones, tablets and mobile devices.
“Devil Baby” has gone totally viral and is the newest YouTube hit and Internet sensation. It was shot in NYC over the course of several weeks. Concerning people’s reactions, Pezzullo said, “After that initial shock they had a great sense of humor.”
“Devil’s Due” premieres on Jan. 17. Only time (and box office receipts) will tell if the film is just as successful as its ingenious marketing tool, the “Devil Baby” video.
To watch “Devil Baby,” be sure to check out the video above.
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