I think it’s safe to say that the original Blair Witch Project site wins the honors of being the first big viral marketing of a major product. The site was creepy and strange, but gave just enough information to get you wondering what the hell was going on. Of course, that novel idea is almost considered an essential part of any marketing package nowadays. (Though my favorite example will always be the Robot Mini-Cooper).
The Ring 2 is gearing up for it’s cinematic assault on your senses (and your ability to look at a turned off television), and I’ve been seeing links to she-is-here.com all over the place. It’s a great idea and I realize that the premise of the site hinges on a plot point of the sequel, but I’m still sad as I think this would have been so much more effective as part of the original film’s campaign. Neat stuff, though.