Montauk Monster is Fake

by Jamie Wilkinson | August 8, 2008

Montauk Monster is a viral marketing hoax

Yup, the interweb’s favorite water-rat-slash-military-experiment is actually a viral marketing campaign for the forthcoming movie Splinterheads

Blair Witch set the bar pretty high for Hollywood’s viral marketing ambitions, but Splinterheads’ marketeers have done pretty well with this one: coverage on CNN and FOX NEWS, blogger lurv, 240 videos on YouTube, almost 20 (?!) posts on Gawker…

Except… what’s the connection between this “carnie” movie and a monster on the beach?

Don’t get me wrong: I’d never heard of this movie before, and now I have. I simply question the efficacy of a “viral” marketing campaign + a brand vs. a branded viral marketing campaign

This is the same question I had when I saw bluetooth headset maker Cardo’s “Cellular Popcorn” videos — at the time their logo was nowhere in sight, and over 10 million views later date I’m not sure anyone really knows that it was them.


One comment on “Montauk Monster is Fake”

  1. tobi-x:
    8-8-2008 at 2:13 pm #

    i still love http://montymash.com/

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