Advertise Secret Society without making it look like an advertisement?

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tricky question. allow me explain you.
working on project has secret society. want spread brand awareness , group members join. when said advertising, mean bringing out people , advertising on bill-boards, poster , stuff technically when advertise secret society way mentioned, not secret anymore since think out there , knows it. supposed 'secret'. see going this, it? yeah that!

simplify question here.. want create ad campaign our 'secret society' idea without making advertising it. how can people know our campaign , yet think secret. think movie fight club or 4 monkeys.

inspiration or movies has secret society , how got people know it.

there can think of similar or has made people can inspired of? other movies or other ideas such?

thank you!

this tricky question. allow me explain you. working on project has secret society. want spread brand awareness , group members join. when said advertising, mean bringing out people , advertising on bill-boards,...


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