The Dulwich Picture Gallery made it known that they had replaced one of their Masters' paintings with a replica ordered from China for $120US. The result:
For nearly three months, visitors to London's Dulwich Picture Gallery have pored over 270 paintings in its permanent collection, including works by Rembrandt, Rubens and Gainsborough, knowing that there was one $120 (109-euro) fake in their midst.
Around 3,000 people voted for their pick of the replica, but only 300 correctly identified it as French artist Jean-Honore Fragonard's 18th century portrait "Young Woman". ...
The experiment was the brainchild of American artist Doug Fishbone, who wanted to "throw down the gauntlet" to museum-goers and make them look more closely at the great works.
This marketing technique is wonderful. It tells people up front what is going on. It doesn't involve having someone surreptitiously hang a fake and then proudly announce that nobody noticed it. That kind of power-play, I-know-something-you-don't-know would really irritate people. This strategy, however, says "We've done something; it will be difficult to spot and not even all the experts will correctly identify it. Can you?"
I also like the idea that we can get superb reproductions of masters' works so inexpensively.