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Old 12-14-2007, 07:31 PM
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Tenneco's stealth marketing exposed on SpankMyMarketer.com

Some of you may remember the "powermelissa" stealth promotion from earlier this year: stealth marketer exposed, in which we exposed a stealth marketing campaign being run by a company whose clients include General Motors, Holley, Comp Cams, and several others. A person posting under the username "powermelissa" was discovered to have copy-pasted similar posts on nearly 100 different automotive forums. On each forum, she introduced herself as a "big-time car girl", and then proceeded to subtly promote various automotive companies.

On some forums (such as this one), the Terms of Service explicitly forbid such behavior. By my understanding, this makes it not just unethical marketing, but illegal marketing.

One of the more prominently advertised brands was Dynomax. Dynomax is owned by one of the largest aftermarket parts manufacturers in the world: Tenneco Automotive. Tenneco is a $4.7 billion company that owns Rancho, Walker, Monroe, and many other brands.

I have been communicating with the executives, marketers, and lawyers working for the companies involved in the "powermelissa" campaign.

It's been quite interesting.

Anyway, I've added details on Tenneco's involvement to our anti-marketing website, SpankMyMarketer.com.

In addition, for your enjoyment, Tenneco's Board of Directors has been placed in The SpankMaker, our automated corporate parody-making tool.


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