Here’s a great post from ReadWriteWeb (link here).  The jist is that hip agencies are creating viral content that appears to be fan produced.  But turns out it is produced as a marketing tool for the advertiser.

BMW's The Ramp

I don’t fully agree with the RWW post.  I can see that in some cases agencies can cross the line.  But I was a huge fan of The Ramp documentary supporting the introduction of a new BMW to the US market.  This was obviously a Fake Viral Video — so it might not be considered truly a fake.  But if I’m being sold a BMW I don’t mind also being entertained.