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Tech Watch: Nothing artificial with hot movie's Web plan.(Chicago area business news briefs)(Brief Article)
Crain's Chicago Business, July, 2001 by Johnsson, Julie
Warner Bros. used a murder mystery wrapped in an enigma-and about 30 interrelated Web sites-to generate online buzz for ``A.I.: Artificial Intelligence,'' the new Steven Spielberg movie. And Three Mountain Group LLC, an obscure Chicago Web developer and consultancy, masterminded the effort. It's the latest spin on ``viral'' marketing: building a large online following through Web sites, chat rooms, e-mail and (in Japan only) wireless messaging.
At the frenzy's peak in the weeks before ``A.I.'' opened, this underground campaign drew 1.8 million Web hits daily and attracted 400,000 unique users. Three Mountain, a 12-employee Chicago firm, keeps a low profile around town, but is known in entertainment circles for the Web sites it built for Creed, a power-ballad...
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