Cinemax is promoting its new series "Outcast," which tells the story of a young man plagued by demonic possession, with a creepy influencer campaign from and immersive trailer from that aims to let viewers "experience" what it's like to be possessed.
"Outcast," which is based on a Skybound/Image comic title by "The Walking Dead" creator Robert Kirkman and artist Paul Azaceta, begins on June 3 on HBO-owned Cinemax. It follows Kyle Barnes, a young man who has suffered demonic possession all his life. With the help of the Reverend Anderson, a preacher with personal demons of his own, he embarks on a journey to find answers.
The trailer, created by SapientNitro agency Campfire, can be experienced interactively at the Possession Begins microsite. It uses 3D audio technology and eye-tracking software. Viewers can open and close their eyes to control the "darkness" (or hold the space bar down if they don't want to use a webcam) and see what it's like to be in the head of a young boy possessed. Either version is pretty disturbing, and that's the point, according to Campfire; the series shows how possession can feel "inescapable" and there's no relief whether your eyes are open or closed.
To get the word out amongst horror fans, Cinemax tapped 360i on a campaign that sent creepy packages to influencers. Each battered box contained an old VCR, a VHS tape and a letter from the public library of Rome, West Virginia (where the show takes place). The letter thanks the recipients for joining the library's AV sign-out program, and the videotape gives them a preview of the series premiere and exclusive "evidence" footage. See one unboxing here.