Advertising AdBlock ⇥ qz.com

Leo Mirani, Quartz:

As marketing stunts go, this one is impressive. AdBlock is a free piece of software you can add to your web browser to, well, block ads. Its creator, Michael Gundlach, says it is used by 20 million people. But he wants more.

And — in a twist — Gundlach apparently believes the best way to tell people about a product is still to advertise it. Or to do something noteworthy enough for journalists to write about it. Gundlach has done both. His idea was to launch a crowdfunding campaign to fund an ad campaign.

You can’t make this stuff up.