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What’s the deal with Pop Secret Mountain? I’m (mostly) on vacation this week, but the rest of the crew will be around as the week goes on. And I’ll be posting here and there. Here’s a curious Web site: Pop Secret Mountain. It’s full of mad love for Pop Secret popcorn, and parts of it look pretty professional: the videos and wallpapers and so on. Even the unprofessional-looking stuff looks a bit calculated. But the guy who e-mailed us says it isn’t an official brand site. He writes: “My friends and I like popcorn, particularly Pop Secret because of their spirit towards indie film (which we attempt to do). In our own little tribute, we created a series of short films and a crazy character called Kaptain Kat in something we call Pop Secret Mountain. General Mills isn’t paying us, this is all home grown user made stuff from us. We’re not making a penny off the site, we just wanted to show what can be done creatively when users actually care about a product.” Any ideas? UPDATE: This Web site may shed some light. —Posted by Tim Nudd

August 7, 2006 | Permalink

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Comments

College project?
Attempt to win Pop Secret account?
Affiliate link payee?

Definitely NOT stupid blind love for Pop Secret.

Posted by: Jetpacks | Aug 7, 2006 11:49:47 AM

Blind love and wacky side projects generally aren't e-mailed to ad blogs...

Posted by: CorruptedJournalist | Aug 7, 2006 12:17:49 PM

Perhaps this is a student project, designed to get some youngsters a job...

Posted by: some copywriter | Aug 7, 2006 2:21:29 PM

read my lips: "no one is paying me a dime"
righhhhht...

Posted by: monica | Aug 7, 2006 2:40:18 PM

http://yourmediacoverage.com/projects/

Posted by: annie | Aug 7, 2006 2:56:50 PM

their stuff is lame

Posted by: reader | Aug 8, 2006 12:44:35 AM

This is so sad. We didn't write about it since it was so transparent and I didn't have the time to play internet detective to find out who dunnit. Thanks annie for showing us the light.

Posted by: Dabitch | Aug 8, 2006 6:12:01 AM

Wait a SECOND! Someone is hoping to get PAID for producing a promotional spot? And it made it onto an ADVERTISING BLOG?! Ye gods, let's give the heathens a taste of the stone!

Posted by: CorruptedJournalist | Aug 8, 2006 10:08:42 AM

http://www.yourmediacoverage.com/press/index.php?id=7

I still think they're full of it.

Posted by: John Roberts | Aug 9, 2006 9:06:43 PM

I have a new theory, what if this is just a little experiment to see whether people in the media world can actually tell the difference between true user generated media, and pseudo-user generated media produced by an agency or production house? Clearly, based on the comments, it's by no means unanimous.

So, i put it you, can anyone really tell the real from the made-to-look real in the user gen space?

Posted by: blunge | Aug 12, 2006 2:30:12 AM

Nice comment blunge. But I'm in the camp of "who gives a crap". These guys are hacks anyway. The one thing I do know is that I have never seen such a bizarre website. I think that its worth a second look to find out what these clowns are really up to.

Posted by: Porckle | Aug 13, 2006 7:30:48 PM

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