The Marketer of the Moment award goes to one Chris Stanley of London's Natural History Museum. His achievement? Stanley effectively got an entire country (not ours) buzzing about his discovery of a new mineral by linking it to kryptonite (yeah, Superman repellent).
Hit the link below for the full story but here's some great snippets:
The actual mineral found at a mine near Jadar does not glow, is not radioactive, has very tiny crystals and is white rather than green.
The museum quoted Stanley as saying he searched the Internet for the mineral's formula -- sodium lithium boron silicate hydroxide -- and found the same scientific name written on a case containing kryptonite stolen by Lex Luthor in the movie.That guy is one clever little rock collector. He used the classic gravity slingshot maneuver on something with a much bigger cultural pull and propelled his little discovery into a nice buzzworthy trajectory. Well done!