Viral Marketing: The Great Deception
It has been called the most successful and most creative promotion stunt of the 21st century. In November, Snorre W. Ruch (Thorns) and Rune Krieghr Røstad (Slagmaur) were reported missing in the Norwegian forest. The story spread like wildfire and quickly created a huge controversy.
Join us for an in-depth look behind the scenes as we gain a unique insight into how it was all planned, executed, and ultimately became a showcase in modern marketing. Built within the world of metal, this would become Hulders Ritual.
Presented by Rune himself, he will provide real-time data and statistics as to how the disappearances unfolded. How the information surfaced. How speculation and conspiracies grew. And ultimately, how the myth expanded organically, allowing for this brilliant marketing stunt to gain worldwide attention. We’ll explore how the efforts put in yielded results beyond their imagination.
Rune Krieghr Røstad (NO) - Slagmaur
Rune Krieghr Røstad, also known as General Gribbsphiiser, is the founder of the Norwegian black metal band Slagmaur. Emerging from Norway’s experimental black metal scene, his work with the band blends ritualistic aesthetics, mythology, and avant-garde composition.
Outside of music, Røstad works as a professional photographer with more than 15 years of experience in commercial photography and film production. His visual work spans advertising, conceptual imagery, and narrative visual projects.
Alongside his artistic work, he conducts independent research into occult traditions, UFO phenomena, and urban legends, exploring how myth, belief systems, and unexplained events influence culture and storytelling. These themes often intersect with his artistic and conceptual projects.