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NEW YORK Buttermilk Mountain is alive—and it eats people!
That’s the central message of an integrated campaign from The Martin Agency for ESPN’s Winter X Games 12 in Aspen, Colo., which start today.
Martin’s mission: Build online credibility that the mountain had, in fact, developed a taste for human flesh.
Five fake Web sites, such as www.buttermilkisalive.com, tout the strange goings on at the mountain. Martin staffers fanned out to different sports blogs in an effort to get people talking about “strange happenings” at Buttermilk.
“We
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