Arguably the most unique component of the online marketing campaign for Lionsgate's The Last Exorcism was the Chatroulette reaction video on YouTube, a best-of compilation of user reactions recorded in real time. The Last Exorcism Chatroulette campaign made expert use of an actress, green-screen video, classic special effects editing and a relatively easy programming trick to swap out the Webcam feed for a video loop. Users thought they were getting a treat when the cute girl chatting with them teasingly unbuttoned her blouse, but it proved to be more of a trick when she suffered what appeared to be a complete demonic possession. A quick edit was made to string together the best reactions and, after being uploaded to YouTube, a classic example of the power of branded viral video content was born. Heralded as one of the best marketing uses ever of Chatroulette, a social site normally off limits to marketers due to its sometimes graphic nature, the reaction video on YouTube was a huge success and received over 1 million views within 72 hours of posting with no supporting paid media. As of the date of this submission, the standalone video has surpassed 5.5 million views and is still climbing."