It's ironic that these viral campaigns (where the advertisers are constantly at risk of being branded as liars and manipulators) are designed specifically to market to people who are generally distrustful of advertising and "immune to marketing."

So, to reach these younger consumers who have been marketed to since birth and are resistant to traditional marketing efforts, the natural solution is to hit them with ever more manipulative and untruthful campaigns, thus jading them even further.

Sounds like a great long-term strategy!