viral chumming
the slow build-up to a frenzy of “published”, “gr-ss-roots” media snippets (news items, trailers, seemingly innocuous and random “facts” about people or media) in the run-up to the release of a new movie, song, or other media.
january 2014: hey, did you read this funny thing about the upcoming star wars movies?
august 2014: woah! someone captured drone-cam footage of the millennium falcon from the new star wars movies!
november 2014: jeezy-creezy, check out this stolen footage of the new star wars movie! it almost looks like viral chumming!
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