Fakin' it: A marketer intends to tease consumersEven among the countless bits of gimmickry taking up space on the Internet, the ads for Pherotones did look a little fake.
"Can my ringtones make you sexy?" read one ad posted last month on the Hollywood gossip blog Egotastic.com, depicting a red-haired doctor in a white lab coat. "Experience the ringtone secret I discovered in Denmark that's too hot for mainstream science," the ad promised, directing visitors to a Web site, pherotones.com. There, users could download special cell phone ringtones that, when played, were supposed to attract the opposite sex.
But rather than the revolutionary product that Pherotones promised, the ads were the beginning of a buzz marketing campaign under the guise of a fake product (Pherotones) and a fake doctor (Dr. Myra Vanderhood) with a fake Web site (Pherotones.com), all for a real client with less than $250,000 to spend.