The number of invitation acceptances quickly snowballed into an avalanche. Not marking the event as 'private' meant the electronic invitation was eventually seen by 240,000 people, of whom 30,000 confirmed online that they planned to attend. To make matters worse, an unauthorised campaign was launched to pomote the party by means of a dedicated website and Twitter account, which received hundreds of thousands of his. The party become known as 'Project X Haren' after the 2012 American film Project X in which three high school students throw a birthday party that spins out of control. Video trailers for Merthe's party were produced, with scenes form Project X edited in , and they were posted on YouTube. T-shirts featuring Merthe's face were also made, all without her knowledge or consent.