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Dark marketing is communicating through avenues where consumer gets the message but cannot actually see the advertiser.
The reason marketers are able to opt for dark marketing techniques is the use of invisible (in terms of spending) and unregulated media. This can include face to face communication with unsuspecting consumers on roads, or paid bloggers talking favorably about a certain product.
An example is done by McDonald’s through an online game called The Lost Ring – an Olympics related theme game. The campaign wasn’t that dark, as McDonald’s logo was clearly marked in the game materials and the terms of use, which were sent to50 bloggers before the Beijing Olympics.
