This is an old article from Ad Rants (from back in 2005.)
A billboard was posted to look like friends at a company were trying to get their friend Lance a date. In the end, once people visited the website that was linked up it said that you don't have to date lance to meet him, you could work with him. During the kick off of this campaign many news media missed the fact it was actually a recruitment campaign by LogoWorks and only reported the first half of it all about the guy on the billboard looking to date.
http://www.adrants.com/2005/07/media-falls-for-viral-hook-line-sinker.php
http://www.datelance.com/
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