Shomi is getting creative with its premieres, releasing the first episode of new paranormal miniseries The Enfield Haunting on Facebook the same day it goes live on the streamer.

The tactic is a new one for Shomi, which launched in Canada last fall, but was only made available to all Canadians in August. Rita Ferrari, director, product and brand marketing, Shomi, says showing the first episode of the three-ep series for free on Facebook is a way to engage potential subscribers who haven’t yet signed up for the service, while tapping into the audience’s desire to share what they’re watching with friends online.

Facebook users who have demonstrated a preference for entertainment and movies, as well as a specific interest in horror and mystery will be served the 60-minute show in their newsfeed. If they click-through on the video they will be taken to a screen with the option to sign-up for a free 30-day trial of Shomi.

Ferrari says the free Facebook stream is part of Shomi’s on-going testing to get more Canadians to check out the service.

“We are trying to understand how customers would react to being able to test the content in front of the pay wall without having to sign up for a free trial,” she says. “This show has a broad target because it’s not just for horror fans, but for people who like paranormal movies overall.”

The first episode of The Enfield Haunting will be pushed to Facebook users this weekend and next, and will be available through Shomi’s Facebook page throughout the week.