Users of the popular hook-up app Tinder at the annual South by Southwest (SXSW) festival in Austin, Texas swiped right on the profile of an attractive 25-year-old called “Ava”. After probing her matches with questions such as “Have you ever been in love?”, Ava directed those who had “passed my test” to a separate Instagram profile promoting the A.I film Ex Machina, which premiered in the US at the SXSW festival overnight.

Using the hashtag #ExMachina, Twitter users were overwhelmingly impressed by the marketing campaign, calling it “genius”, “wild” and “wicked smart”. The film itself was also widely praised, with many touting it as a classic science-fiction film and a must-see for 2015.

Martin Cuff Coming Soon, Transmedia Marketing