Sidney Frank is the genius behind Jaegermesiter. He used viral marketing prior to the internet to make it popular in a certain age group. He did it again with Grey Goose vodka in an entirely different demographic.
The concept moved to the internet with the Blair Witch Project and now it's a booming business.
Jaegermesiter.. then he definitely needs to be beaten for it.
*chuckle*
Soggy sand filled socks shall be his lot.