Fake Blogs, True Buzz

by Sheldon Rampton — October 8, 2004 - 11:00pm
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To market a new video game, Sega built a PR campaign around a hoax. It created a weblog whose host called himself "Beta-7" and claimed that the game caused him to suffer blackouts and uncontrollable fits of violence. In reality, "Beta-7" was a fictional character, invented by the Portland, Oregon advertising agency Wieden and Kennedy.

Main Source: 
(registration required) Chicago Tribune, October 9, 2004