{
  "id": 15023860,
  "title": "Adding the Right Amount of Mischief Can Make Anything Go Viral—Here’s How",
  "url": "https://urgent.news/2026/10/16/adding-the-right-amount-of-mischief-can-make-anything-go-viral-heres",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-16T19:00:00.000Z",
  "source": {
    "name": "Inc.",
    "slug": "inc",
    "url": "https://www.inc.com/bryan-elliott/mschf-gabe-whaley-viral-marketing-strategy-mischief/91418600"
  },
  "original_language": "en",
  "account": null,
  "summary": "From holy water sneakers to a wealth-ranking ATM. Inside the playbook of MSCHF co-founder Gabe Whaley and how brands can run the same play.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}