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What The Hell Is Mischief Marketing?

Question: What can these wildly different people (along with the makers of The Blair Witch Project and others) possibly have in common?


Steven Spielberg	Mother Teresa	Big Pun	Benjamin Franklin	Barbra Streisand	Bill Gates	Walt Whitman

Answer: They all used mischief marketing to jumpstart their careers. (Click the links below the pictures to see how, or first try your hand at the puzzle.)

Solve the puzzle!

	Mischief marketing is a type of marketing that uses highly unorthodox, frequently bold, often humorous (and sometimes barely legal) strategies for reaching precisely targeted prospects. It's a way of marketing that gets you noticed without demanding that you sell your soul, or that you conform to rigid, "old-boy" rules about how to do things.
	The marketing campaign behind The Blair Witch Project is a great example of how to conduct a mischief marketing campaign.
	Mischief marketing is not only about how to market products and services. It is equally about how to promote concepts and values (like racial and gender equality) in the marketplace of ideas.
	Mischief marketing is like guerrilla marketing, but it is really for the guerrilla's guerrilla.
	The Latin zoological name for the gorilla is in fact *Gorilla gorilla*, but that has nothing to do with anything, and is a completely stupid observation in this context. Stop this nonsense immediately.
	Many famous people used mischief marketing to jumpstart their careers. They just don't talk about it much to the general public, for reasons that will be obvious to you when you discover what mischief marketing is.
	Mischief marketing is both old and new. Old because mischievous strategies have been used for centuries. New because, until recently, nobody isolated and defined mischief marketing as a phenomenon worthy of study in its own right.
	Other famous people who have used mischief marketing strategies to market ideas, products, or services: Ted Turner U.S. President George Washington Mae West The Bee Gees U.S. President Lyndon B. Johnson Physicist Alan Sokal Will Rogers Comedian Andy Kaufman Hunter Thompson Steve Jobs Duke Ellington Catholic Bishop Jacques Gaillot Orson Welles Random House founder Bennett Cerf Andy Warhol Mathematician Sophie Germain Coco Chanel Habitat for Humanity founder Millard Fuller Dustin Hoffman Elton John Dr. Martin Luther King P.T. Barnum Walt Whitman Winery founder Walter Taylor Estee Lauder U.S. President John F. Kennedy Jazz clarinetist Mezz Mezzrow Borland Founder Philippe Kahn Allen Ginsberg Oprah Winfrey Michaelangelo Howard Stern Harrison Ford Ice cream moguls Ben & Jerry
	The first book about these strategies, *Mischief Marketing*, will be published by NTC/Contemporary Publishing in the Summer of 2000.
	The book is still being edited (it's in beta for books). But you can get the current version of here. Bookmark us and come back soon.
	If you're interested in how to publish a non-fiction book, or if you're just curious about the publishing process, you can get behind the scenes and look over the shoulders of the author, researcher and editor of Mischief Marketing while they get the book into shape and prepare it for publication. For details, click here.

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