A marketing campaign often designed (although not necessarily) as a larger game, challenge, or treasure hunt. Begins life focused at a small, tight core group and spirals its way out in a predictable and controllable fashion into the mainstream consciousness. The eventual goal is to create as much user-generated excitement and subsequent media interest as possible, while only spending marketing dollars on the product itself. First coined by Frank O'Connor of Bungie.
by Spoonie11 February 11, 2007
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