Viral marketing, like a good joke, often seems to work best when it’s at someone’s expense. Thus, we see great promise in New Media Maze’s viral effort supporting the DVD release of The Ring Two in the U.K. Nefarious pranksters are invited to visit 7DaysLeft.com and enter a friend’s e-mail address and cell-phone number. The site then sends the friend an e-mail, inviting him or her to view the Ring Two trailer online. As the video plays, the friend’s cell phone rings, and a voice on the other end whispers “seven days”—which, if the friend has seen the Ring movies, might just prompt a soiling of the friend’s trousers.

—Posted by Tim Nudd