Susan Boyle

When Viral Music Ad Campaigns Go Wrong


There’s no such thing as bad publicity, goes the old Madison Ave truism. But is it actually true? Boards of Canada’s epic album-announcement promotion stunt got them a whole lot of coverage in various publications that don’t normally go in for cerebral electronica, so in that respect it was presumably a success — but let’s be honest, it was also kind of a pain in the ass, especially for fans who’ve been waiting eight years for a new album and don’t appreciate being teased on top of that. Internet marketing is an inexact science, and when artists get it wrong, the results can be at best irritating and at worst counter-productive. Like this lot, for instance.

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