It recently occurred to me that embarking on a collaborative marketing campaign is a brave thing to do for any business especially when you consider the potential for subversion. I for one (cynical old ad-man talking) can't resist the temptation to take the mickey when given the opportunity.
I guess, at the very least, this example of collaberative/viral marketing gets people to the site and raises general awareness but I'm not entirely convinced. It's still interuptive marketing if you're on the receiving end of it, slightly irritating in that respect. What do you think?