What would you do if you walked in on a murder in progress? Would you try to stop it? Would you call 911? Or would you just quietly slink away? The latest campaign from viral marketing agency Thinkmodo puts these questions to the test.
The video, a promotional campaign for the movie Dead Man Down, which hits theaters later this week, stages a murder in progress inside a New York City elevator. Hidden cameras record people’s reactions, which run the gambit from screaming, to quietly getting out of there, hitting the alleged murderer with a bouquet of flowers, pulling the victim out of danger, and calling 911.
Thinkmodo’s Michael Krivicka told me, “The reactions were definitely very surprising. What you see in the video is really just a highlight reel of what we have captured. However, surprisingly nothing went wrong and no one got hurt. Some people went straight for their phones to call the police, many others just quietly walked away.” Personally, my favorite was the guy that went for the fire extinguisher.
I asked Krivicka about what happened after what we saw in the video—because I’m always curious about how people react when they find out that they’ve been pranked. He told me, “We had to immediately let people know that the action inside the elevator was staged. Most were very relieved of course, others a bit shaken up but happy that it wasn’t real.”
Although many people may draw connections between this video and the scary girl in the elevator prank that went viral last year, Krivika says, “That elevator video was not an inspiration…this happens to take place inside an elevator because that was one of the best places to do this kind of social experiment. I think the ghost-inside-the-elevator prank scared the living hell out of those poor people who were actually trapped inside an elevator and had no choice but to suffer. With our experiment, you had many options and you could simply walk away. So it was pretty safe.”
How would you have reacted? We’d love to hear your thoughts in the comments below.
Megan O’Neill is the resident web video expert here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.