 The SMS-message was followed by an email directing the user to an online video "news report" about a recent spree of killings.Using on-the-fly video manipulation, the user's name and a personalized message were worked into the report – the former written in blood on a wall near the crime scene, the latter added to a note in an evidence bag carried past the camera.While the marketing campaign succeeded in raising the profile of the show, it proved unpopular with many mobile owners, who saw this as spam advertising aimed at mobile phones.