DHL Disowns Viral Marketing Prank

A marketing campaign for the delivery service DHL went viral Thursday. The clip shows DHL tricking similar companies, such as UPS, into advertising for them. Now it seems DHL was not behind the stunt.

A representative for DHL told Mashable in an email: "This video was not something that was initiated by DHL. The video was created by an external agency for their own internal competition. We were aware in advance of the intention to use it for this purpose. We were not aware of any plans to share it externally."

The stunt shows a DHL ad printed on temperature-sensitive foil. When the packages are cooled, the ad is invisible, but once their temperature rises, the message was clear. Read more...