Marketing campaign for the new 'Chuckie' horror movie

Silvio Santos, the producer of the new Brazilian variety show staged a prank advertising campaign for the film "the curse of Chucky" which was a direct-to-video sequel in the Childs play franchise that came out in October.
This prank was filmed in Brazil and shows people waiting at a local bus stop. You believe you are seeing a poster advertisement of the new Chucky film however it is actually a 3d box with a real life Chucky character in. After some eerie flickering of lights, the Chucky doll emerges from the box shattering the glass and chases the people down the street.
I believe this type of marketing is fascinating as it shows just how far technology has come.
Marketing like this has even established a neologism-Prankvertising.
I believe this use of marketing is extremely well used and beneficial which was proved when it received over 1,585,025 views. It was publicised in articles on a national scale such as; The Mirror, Business insider etc.
Here are the links below of the articles
http://www.mirror.co.uk/news/weird-news/video-real-life-chucky-smashes-2808798
http://www.businessinsider.com/silvio-santos-and-chuckys-intense-prank-ad-2013-11