TITLE

Bright Idea No.1: Dark Marketing

AUTHOR(S)
Wasserman, Todd
PUB. DATE
July 2008
SOURCE
Brandweek;7/28/2008, Vol. 49 Issue 28, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses dark marketing, an advertising technique with minimal product or brand visibility used to interactively involve consumers and interest those typically wary of corporations. Particular focus is given to an Internet-based alternate-reality game (ARG) developed by fast food restaurant McDonald's Corp. in anticipation of the 2008 Olympic Games.
ACCESSION #
33487227

 

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