We can certainly see why so many clients are rushing to sign with “viral marketing firm” Thinkmodo, which combines the video, social media and promotion trifecta into campaigns like the “Zombies in New York” stunt for AMC‘s mega-hit The Walking Dead. That video clearly didn’t have a script. As for the agency’s newest project, a promo for the upcoming  revenge thriller Dead Man Down, we’re not so sure…

The spot asks viewers “What would you do if you walked in on a murder in progress?” and the movie’s hashtag is #ISawWhatYouDid, so we get the connection–but based on the range of reactions, we hope that a few people in this clip were either in on the secret or didn’t quite realize what was going on.

So was this a real experiment or did everyone have a “script”? Most importantly, does it make you more interested in seeing the movie?