As Campfire perfected that mode of storytelling on “Beta-7,” the team realized something else: The virus they discovered on Blair catches on only if it forges a community where none existed. The infection has to start small and feed on fascination. “You can’t start by thinking about what’s going to appeal to the mainstream,” says Monello. “You have to ask, ‘What’s this narrow target market going to embrace and absolutely make its own?’”

That’s from an fascinating story in this month’s FastCompany on the viral marketing efforts of the team behind The Blair Witch Project. They create immersive story lines that suck in hardcore users, casual observers, those who have bought in completely, and those who just wants to see what happens next. Around the whole product, out of nowhere, they create a community of interest, and from it, the word of mouth spreads. It’s entertainment as advertising, with the products integrated into a sort of interactive theater on a massive scale. And the best part is, unlike traditional marketing efforts, it generates tons of positive buzz, provides for two way interaction with customers, and more importantly, if done right, doesn’t piss people off.

Categories: Community, Marketing, Social Software, Users as Partners