Blair Witch and the Rise of Viral Movie Marketing

But there was one thing that was new aboutThe Blair Witch Project: its marketing campaign.

The site served as a launch pad for a cunningly-woven web of misinformation.

Footage was shown in colleges.

A documentary on the Sci-Fi Channel further blurred the line between fiction and reality.

Last, and most importantly, the trailers showed the address for theBlair Witchwebsite.

The film came along at just the right moment in the webs history.

These experimental approaches to publicity can sometimes have unforeseen results.

Retweeted more than 50,000 times, its viral marketing, Web 2.0 style.

Blair Witchis in theaters now.