Paramount Pictures International wanted to promote new movie ‘How to Lose Friends & Alienate People’ across social media, especially Facebook, but we wanted to do more than simply advertise the movie. With ‘Anti-Social Networking’ we’ve tried to envisage how the film’s protagonist, Sidney Young, would use Facebook – insulting the false friends he encounters and mocking the way the masses use Facebook, but also provide an engaging application for anyone to enjoy.  The application went live this week and we are seeing excellent uptake, 4,000 users to date (uplift of 1000 per day). We expect the app to spread virally but we have complemented this with some social media outreach. It has seen excellent reviews in top blogs including Mashable (http://mashable.com/2008/09/23/lose-friends-facebook/) and Lifehacker (http://www.lifehacker.com.au/tips/2008/09/26/anti-social_networking_insu...) as well as inclusion in yesterday’s popbitch mailer.  http://apps.facebook.com/antisocialnetworking/index.php