To fuel anticipation of the latest release in the iconic ‘Friday the 13th’ series of horror movies, Paramount and MEC Global have commissioned Rubber Republic to run an online PR campaign.

The purpose of the campaign is to start online conversations about the film, which hits cinemas across Europe on Friday 13th February The campaign is focused on five major European territories: the UK, France, Italy, Germany and Spain.

To get people talking, a provocative and interactive viral film, http://www.travelwithus.tv, has been produced: viewers can join into a ‘live’ webchat with a female backpacker before she is cut off, quite literally. Adding to the shock factor, viewers can also customise the clip, sending a personalised threat straight from Jason to their friends — or enemies.

The campaign follows Rubber Republic’s successful work last year with the viral promotion for Paramount’s autumn blockbuster ‘Tropic Thunder’ http://www.youtube.com/watch?v=TlTxeuOQpt0 . Paramount have also engaged Rubber Republic to undertake a major online seeding campaign for the hugely anticipated ‘Watchmen’ which is released in cinemas next month.

Rory Ahern, Rubber Republic, said ‘Paramount are pioneering what can be done within digital social-media and viral channels. They have recognised that the film can start well before the viewer gets to cinema – it’s very exciting to be part of this when we can offer people genuinely engaging content."

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