ESPN wanted to create a viral campaign to promote the Winter X Games XII. The ask was to create the same kind of character development we did on HBO Voyeur. Creating personalities that would create a groundswell of what was being “spread” through the mountain.
Along with these characters, we created sites, blogs, and other homemade digital content that was discussed and shared via social media networks.
What we did was start an urban myth that the event location was "haunted".
Buttermilk is Alive.