ESPN Effort Tells Rocky Mountain Lie

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NEW YORK Buttermilk Mountain is alive—and it eats people!

That’s the central theme 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 has, in fact, developed a taste for human flesh.

Five fake Web sites, such as www.buttermilkisalive.com,

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