Emob78: That or, you know, wait until a damn movie or tv show is out before flooding the market with endless waves of merchandise. Remember the old days when we'd become fans of something AND THEN go buy the merchandise? Yeah, I know. Too old fashioned.
toxicTom: Actually this fits the thread title pretty well. Building hype, spin-doctoring... paid trolls, fake user reviews, bought product testers, "viral marketing" - be it merchantile or political, the internet has become very dangerous in terms of finding trustworthy information. It's hard to determine which trends "came up" and which "were made".
In William Gibson's Pattern Recognition there is a pretty girl that earns her living by going to bars and talking to people (guys). While they try to impress her, she en passant drops names of products or brands of her clients - they are thus subconsciously connected with "pretty girl is interested in this" and so become more popular. I wasn't not that much surprised when I found out that this job description is not fiction. And the internet accelerates things like this.
Sadly, that is not only true, but has become an industry staple tactic by the rich men in suits... the biggest trolls of them all. I actually did an experiment like that in high school. I pinned a bunch of old action figures to my leather jacket, then went to school wearing it and everyone asked me what that was all about. I then told them that it was really cool to be retro with your own child hood... that it was the biggest thing in LA. Yeah, I made it up to see what reactions might happen. Sure enough, a day or two later I saw a few kids wearing little transformers and gijoes on their jackets.
It works. It's sad but true. It is TOO easy to manipulate crowds and social groups. Thankfully I'm not sociopathic enough to become a religious cult leader or politician. Those people are all cut from the same cloth. They make lying and manipulation into a career path. That's another major reason why maintaining individuality and personal critical thinking is so important. Keeping your own wits about you will reveal many a dark path to avoid. Some like to call it a BULLSHIT detector.