Mischief Marketing
I have come to learn that mischief marketing is: 'unorthodox, bold and most importantly, successful' (Bahadur 2011).
Two examples of mischief marketing are:
1) When Netscape sued Microsoft due to the underlying fact that Microsoft was apparently violating monopoly rules with Internet Explorer. Such a daring move for Netscape, but the effectiveness of this campaign came out of the attention that they received in doing so.
2) The Blair Witch Project creators got people talking predominantly (through viral marketing) in online chat rooms about this mysterious documentary which was centred around the legend of the Blair Witch.
They purposely talked up the horror film to gain public attention and to spread word of mouth about the film. This turned out to be a very successful film grossing over 200 million dollars. Not bad for a film that cost around 22 thousand to make.
I believe viral marketing is, if used correctly a very effective method of marketing, though in saying that do not believe that there is much of a theory or technical explanation to it either.
It's success seems to be in it's spontaneity and unorthodox way.
References:
Bahadur, S 2011, Mischief Marketing : going UnOrThOdOx, viewed 1 September, 2011, <http://marketingbrainstorm.wordpress.com/2011/01/07/mischief-marketing/>
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