Seth Stevenson writes a nice piece where he wonders if he's been faked out by an e-mail he received for the Burger King "King" Mask.
Well worth a read, but I'd make a similar comment as I did in an earlier post about use of terminology. Here's a quote from Seth's article:
But let's assume for a moment that Crispin [the agency responsible for the BK "King" account] used "buzz marketing" to fake me out and get my attention (as I'm convinced they did). Is there anything wrong with that?
Should Seth have written "undercover marketing" to imply the practice might be deceptive rather than "buzz marketing"?