It was a very successful campaign, spot on consumer insights that carries Ecko core idea to the masses, their target audience. It was anonymously posted on 100 websites for 24 hours. It generated 3500++ forum discussions and re-posts. Got into 100 news broadcasts. Even White House issued not 1, nosireee...but 3 (three) official denials of the incident. Talk about creating a VIRAL.
The next day, the founder Marc Ecko, issued an official statement, stating that the video was a hoax..they rigged an actual 747 to follow the Air Force 1 makeup. And things just carried on from there. It generated word of mouth marketing (the most effective there is) and placed Ecko at peoples top of mind for quite a long time..get to know this remarkable guy and spread the freedom..
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