I'm calling bullshit. I suspect this is Guerrilla Marketing as in Ryan Holiday's "Trust Me, I'm Lying". In that book, he talks about the campaign he did for Tu

I'm calling bullshit. I suspect this is Guerrilla Marketing as in Ryan Holiday's "Trust Me, I'm Lying". In that book, he talks about the campaign he did for Tucker Max. Essentially going around vandalizing his own billboards and reporting it to the press which put the billboards on the news. The billboards were sexist. College sororities staged demonstrations to get the taken down drawing even more attention. It had a ripple effect. All deliberate.