To position Samsung among the tech-savvy as a leader in electronics, we established them as an innovator in entertainment, begging the question WHAT COULD HAPPEN by creating and launching the first ever truly, mysteriously, interactive film.
 

We sent this trailer to bloggers, who drove most of the traffic to the site (1.5 million for average of 8 minutes).

Print and wildpostings in NYC and LA instructed people to do very weird things at a weirdly-named website, anyfilms.net.

Once at the site, you could either watch some straight branded entertainment, or dive into the interactive film experience, where the weird instructions would start to make more sense.
 

Put the underwear on the boy and question mark. Depending on which icons you choose and where you place them in the grid, you get one of 11,101 films. You don't have to watch them all, but you only get the full story through experiencing different perspectives.