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Society of the Ancients
A great summary of how one campaign used a website and a street promotions to successfully confuse a lot of people.

When viral attacks
Although this was an unintended viral, it quickly turned out to be a Halo 3 nightmare for one college student. Apparently, the newly named “Iris” marketing campaign contained an innocent gamer profile, which had a ten-digit number resembling a phone number. Ironically, the phone number belongs to an unsuspecting student majoring in marketing and advertising.