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Prankvertising is the fact of entrapping or surprising unsuspecting consumers by a prank, hidden camera or spectacular stunt. The video shootage is then used as a commercial or viral video. Prankvertising existed before the event of digital marketing but advertisers and agencies are increasingly using this advertising technique on the Internet. The reasons are they don't need to buy TV spots and they can gain earned media via buzz and virality.

Prankvertising is also a way to benefit from longer product demonstration and to connect with young customers on social media. Prankvertising creatives may gain millions of views on the Internet but also fail for lack of quality. As for other viral video techniques, it is a risky technique that leads sometimes to the "jackpot".

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