What happens when you get an unexpected call from a horror game? Do you answer it?

Bethesda Software asked us to create a disruptive online experience. My response - The Evil Call. A mobile site where the user can send a prank phone call to a friend. The phone call sends an email to the friend's inbox. Once opened, it opened the Evil Call app. A site which looks like a phone call, acts like a phone call, but is really only emulates an Android or iphone incoming phone screen. Once the user 'answers' the call, they are treated a distressed call from inside the house of horrors. A prequal to the game.

The app was served to over 200,000 people worldwide with an open rate of 28%.

IAB site of the week.