To start off with, one of the most successful film campaigns in the horror genre was that of The Blair Witch Project. This film gave the illusion that it was filmed as a documentary. They left the audience thinking that the footage that was taken was actually real. They even left it up on their website saying that it is genuine documentary footage. http://www.youtube.com/watch?v=tnWu1sLtgI8&feature=player_embedded this is an example of the 'documentary' style footage that they use throughout the film.
Another successful film campaign would be in The Last Exorcism they used the website 'chat roulette' which is a internet chat site where you both have webcam's on. To campaign the film on this they tricked the people using the site to think that they were talking to a normal girl, until they realise that she is possessed. This is obviously done using effects but it still gives the people watching it a scare as you can see here. http://www.youtube.com/watch?v=CNSaurw6E_Q
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