To promote the macabre drama, From Dusk Til Dawn, we put out a call through digital and traditional channels (including talking urinal cakes) to see what fans would do to win the love of the iconic character Santanico Pandemonium. Over three million people responded with references to necromancy, masochism, self flagellation and even barnyard animals. The most popular responses were turned into TV-spots and digital content that led to 5.3 million social media impressions.