It’s viral marketing in action. Ironic, joking reviews of a tee shirt on Amazon have boosted its sales by 2,300%, turning it into the sites best-selling piece of clothing, according to the BBC.
It all began when someone wrote a review of the very kitsch Three Wolves Moon short, saying it "fits my girthy frame, has wolves on it, attracts women" but "cannot see wolves with arms crossed."
For no obvious reason, that prompted plenty of others, numbering in the hundreds, to post their own humorous reviews, turning the shirt’s page into an Internet phenomenon reminiscent of Rickrolling (when everything turned to ‘80s pop singer Rick Astley).