Level up your creative strategy with Sir John Hegarty, will.i.am and leaders at TwentyFirstCenturyBrand, Walmart, Spotify, Hartbeat and more. RSPV and join Adweek Abroad in Cannes: The Business Case for Creativity at Whalar House, June 18–22.
A few months back, we dinged the Dante's Inferno marketing crew for being disgustingly over-the-top with their guerrilla marketing of the new EA videogame. So, it's a bit strange to see that their newest tactic is subtle to the point of invisibility. The marketers paid to place ASCII art in the source code of popular Web sites like Digg.com. (You can see all the screenshots here.) Once they actually found out about it, site visitors were split on whether this was creative or just pointless—though the answer is probably both.