In what is surely the most innovative (and freaky) viral marketing campaign in years, the firm Thinkmodo staged an elaborate prank at a New York coffee house to promote the remake of Stephen King’s classic “Carrie”.

The hoax involved a group of actors, including one playing a young women with telekinetic powers and a short temper. After using her “power” to throw a fellow actor against the coffee shop wall, our protagonist goes on to make a general mess of the place—all to the shock and horror of real-life patrons.

The promo needs to be seen to be believed.

Saul Perloff ( / + 1 210 270 7166) of Norton Rose Fulbright’s US intellectual property group.