Last year, James Wan’s The Conjuring gave birth to the pint-sized Annabelle, one of the hands down creepiest dolls in the history of creepy doll cinema. In fact, so creepy was the ginger-haired terror that she’ll be starring in a horror movie of her own later this year, simply titled Annabelle.

With the stateside release of the Conjuring spin-off set for October 3rd, Warner Bros. Canada got the brilliant idea to promote the film with a little viral scare prank, as has become a great way to spread the word about movies in this internet age we currently find ourselves in.

At last weekend’s Toronto Fan Expo, the company dressed a woman up to look like a life-size version of the Annabelle doll, and so convincing was the costume that fans attending the event had no idea that they were in the presence of an actual human being, as opposed to a mannequin.

Of course, the clever diversion tactic provided for some hilarious reactions, and you can check out video of the prank’s best moments below!

Produced by James Wan, Annabelle was written by Gary Dauberman and directed by John R. Leonetti. Annabelle Wallis, Ward Horton, Eric Ladin, Brian Howe and Alfre Woodard star.

Head into the iHorror archives to read the true story that inspired The Conjuring!