The sign of well-executed campaign is when the media is the messaging and the messaging is the media. We discovered this little gem on the interweb that shows how simple delivering on that axiom can be. 
The Alliance for Climate Protection wanted to let the public know that despite the hype about clean coal technology, there really is no such thing as "clean" coal. To get this message out, they created a series of banners that were placed on highly trafficked 404 webpages, the "file not found" pages that make you feel like you just tried to hack into the WOPR. more >>>
How do a high volume of visitors end up on internet pages that don't exist, you ask? Well, most of the sites targeted were large news sources and publications. Since news sites are constantly revising, adding and taking down content, it is not too uncommon to click a link or enter a search term on those sites just to have it result in a "file not found" error.
The result was a banner that drove 500% more traffic to the ACP's web site than the conventional media buys did, according to sources close to the project. Proving that on the web, everything can connect to something -- even a deadend.
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