The campaign promotes the DVD release of the cult film by Medusa Communications & Marketing. The campaign was created by Egovision, and follows the agency's work on the Hong Kong Legends DVD label, a series of films starring martial arts heroes including Bruce Lee.
The viral campaign breaks in the run-up to the film's launch on June 2. It challenges viewers to sit through a promotional clip for the film, which was directed by Takashi Miike, featuring scenes of dismemberment and torture.
The DVD campaign is being promoted with a chance to win a trip to Amsterdam, as well as a screening at the in London's West End.
John Lyons, interactive director at Egovision, said: "Cult movies are particularly well suited to online strategies, and initial research showed a great deal of newsgroup and forum discussion about the movie, cast and release dates."
Egovision said its strategy is to feed this interest and allow the promotion to spread organically throughout the online communities and interest groups for predominately male horror and Asian cinema fans aged between 18 and 24 years old.
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