How Guerrilla Marketers Made People Into Their Platform
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April 30 (Bloomberg) -- Back in 2006, a year still young inthe Web 2.0 era, Laura and Jim set off cross-country in theirnew RV and chronicled the journey on a blog. They pitched campin Wal-Mart lots across the heartland and posted photos andvignettes from the road, including chipper portraits of theemployees they encountered along the way.
What went largely unsaid was that a public-relations firmrepresenting Wal-Mart Stores Inc. had sponsored the entire trip.They were “Wal-Marting Across America,” as the blog was called,on the retailer’s dime.