To generate heat around the summer comedy Bowfinger, for example, M80 recruited fans of Steve Martin and Eddie Murphy, then sent them into every Web site with a Saturday Night Live connection or aging baby-boomer demographic to praise the movie. It's almost impossible to quantify the impact of such guerrilla marketing. There comes a time when a nation's leader can no longer rely on briefing books and talking points, when the experts and the advisers have all weighed in. . . . Where Shell had gone wrong, it seems, was in reasoning that, since people don't start buying gas until at least age 16, there was no need to target the tiniest consumers. When nothing can happen to you.
Security is the denial of life.