Viral Marketing Stunt Puts TV Actor on ... TV

By M. Morris,  Newser Staff
Posted Apr 16, 2009 2:40 PM CDT

(Newser) – A mysterious bald audience member turning up on various live Fox broadcasts is a viral marketing plant—as well as an actor on the show he’s subtly promoting. Michael Cerveris, in character as “The Observer” from the sci-fi drama Fringe, has so far been spotted, well, observing football, auto racing, and American Idol, reports Variety. Even better, staffers refer to the sub rosa campaign as “Where’s Baldo?”