*Memorable enough to be shared*

Arguably the very first online viral marketing campaign predating YouTube, Facebook, and MySpace.

The Blair Witch Project.

Shot on a shoestring budget of just $22,000, the film raked in over
$250 million.

Thanks in part to its novel approach of terrifying audiences into believing that the fictitious story of three missing film students was 100% real.

The key?
A deft combination of “found footage,” strategically seeded rumors on online message boards, and a series of low-budget ads and trailers.

The public/audience is wise to this now and as a result can’t be affected in quite the same way.

Ultimately the public consciousness is hyper intelligent.

Our collective mass is smart and won’t put up with blatant advertising tactics.

However! simple approaches can still work... (maybe we’re not super smart)