http://en.wikipedia.org/wiki/Rick_Astley
Quote:
"Rick Roll"
Astley's music video for "Never Gonna Give You Up" became an internet phenomenon in early 2007 when users began to post fake messages on various message boards advertising a link for something else. When a user would click on said link, it would direct him or her to the music video. The trick was coined a "Rick Roll" (or "Rickroll") and while not as popular as it was after its inception, is still used today across the Internet.
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here's an example - enter at your own risk
http://internetisseriousbusiness.com/