Non-Traditional Media Vehicle in "The Roommate"

The new motion picture "The Roommate" goes beyond traditional media to promote the upcoming film. Their advertising campaign involves a phone number, with the main character Rebecca (Leighton Meester) looking for the perfect roommate. On top of phone ads, they use Facebook, YouTube, MySpace and Twitter. Although the phone number seems like an old, non-traditional vehicle, it could be the perfect solution to get the word out. The phone recording states she'd do anything for you- as it ends with Meester screaming, "I just want to be your friend!!" Call Rebecca at (866) 666-6001 and listen for yourself. Do you think this will be a successful move for the new thriller?

http://mashable.com/2011/01/17/sony-the-roommate/