Schupp Behind Another Viral Marketing Campaign In St. Louis

Schupp Co., the same ad agency that earlier this year “posted fake blogs about a staged [MLB] Cardinals bird-napping”, is running a similar campaign for the Blues, according to Rebekah Tsadik of the ST. LOUIS POST-DISPATCH. Last week, Schupp distributed T-shirts and wristbands, and placed a banner outside City Hall, all bearing the Web address www.thebluerevolution.com, but the site and its blogger “are nothing more than a marketing tool for the hockey team, a fact hidden on the Web site and in Schupp's campaign so far.” The site invites visitors to submit comments about the blog entries, Blues-oriented video and additions to the “Fanifesto.” Schupp Co. President Mark Schupp said that the site’s interactive features “eventually should translate into real Blues fans controlling the content and bringing other fans to the site.” Schupp: “The intention was to make the site look like fans did it. If you come out initially and say this is the Blues' Web site, it would become very commercial” (POST-DISPATCH, 7/14).