By now the story of The Blair Witch Project is the stuff of legend.

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Sundance is where films like Little Miss Sunshine, The Usual Suspects and The Blair Witch Project made their debuts.

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Three years later, we got a similar rush from "The Blair Witch Project, " the fake-documentary horror flick that swept through Sundance like a virus.

CNN: Redford and me: Confessions of a Sundance stargazer

Bill Block, who purchased indie films The Blair Witch Project and Pi for Artisan, and now runs QED, a film financing and distribution company, says the strategy makes sense.

FORBES: Wagering On The Grand

Heroes is one of the fastest-growing online games ever, the online world's equivalent of such out-of-nowhere hits as Harry Potter in books and The Blair Witch Project in film.

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Like today's faux documentarians behind the "The Blair Witch Project" and "Paranormal Activity, " Defoe alternates calculated blandness with jaw-dropping alarm, sharpening suspense by placing it against a canvas of unassuming routine.

WSJ: Fiction as Authentic as Fact | Robinson Crusoe | Daniel Defoe | Masterpiece by Danny Heitman

The judges shared the same opinions on some campaigns, such as the marketing effort behind The Blair Witch Project, which came in as the best-ever social media campaign--and one of the first of its kind.

FORBES: Viral Marketing