Attempted Viral Campaign Out-Clevers Itself
From Deborah Netburn at the LA Times:
Savvy Web publicists, such as those for the ABC show “Lost,” have been adept at using promotional materials that spill out beyond the edges of the show, creating mysteries embedded online or in the real world for fans to chase after.
Sometimes, however, a publicity machine can be too clever for its own good, as was the case this fall when the PR department at Fox hoped to court this community with press materials for the new hour-long thriller, “Vanished.” So carefully embedded in the documents were the clues, that few even realized they were there, and a great viral mystery was not only left unsolved, but a slumbering world remained unaware that the trail even existed.
Add comment September 30th, 2006 Trackback Bookmark on del.icio.us
