The main film shows how hysterical laughter is contagious. It aims to demonstrate that talking over video provides a richer communication experience. The film was supported by an interactive element that let people simultaneously watch and record their reactions, which they could then add to the chain. The player and interactive experience could be embedded into anyone's blog, social network profile page or website.Viewed over nine million times, with an extraordinary rate of viewer engagement, the chain is approximately one hour and 45 minutes long now, with over 8,000 submissions. The campaign generated overwhelming positivity; in some cases it was actually considered inspirational.
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