The media campaign, planned by Omnicom media agency Manning Gottlieb OMD, will target male Facebook users aged 18-34 with a sponsored video story.
It will also use display advertising on Facebook to target users who list movies and horror amongst their interests on their profile pages.
Clips of one of the more shocking scenes in the film will be seeded on viral sites Kontraband and Bore Me, while click to play trailers will be run over the Google content network targeting movie and entertainment channels.
Senior planner buyer at Manning Gottlieb Jonny Niren said Sony Pictures Releasing was keen to tap the continued growth in social networking as a way to direct trailers at a specific audience.
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