Madden NFL Viral Campaign

The company that led the marketing effort for The Blair Witch Project movie, has executed a highly successful viral campaign for the recent release of Madden NFL. All I can say, is wow... a very complex, but also fairly simple in concept. Executing such a thing requires you to be very careful at every step, but it can be wildly successful. As a technique, it's largely unknown, so it's an opportunity to get in before the market gets saturated with these fabricated story lines, some better than others. But only if it's done it well... it would be worse to do it and mess it up. The potential is so great, it's exciting to contemplate. It's sort of like the Pitch Black II promotion, I heard about a year ago that was about a fictional character who decided to live in total darkness for 30 days and film it. I guess you could hear him running into things in the dark!