It may, in fact, be quite visible.
For example:
"We were fourtunate that we were able to seed it. And a few places kept picking it up and wondering if it was real, was it fake? And then I think we had a little 'Ah-Ha' moment and said, could we keep this going. Could we extend the life of a viral video and make the McCain Girls a story rather than a one-hit-wonder."
Sarah Bernard
President of 23/6
While a Fifth Generation Warfare campaign may itself be shrouded in misdirection and secrecy, the lessons, theories, practices and elements that inform its development may be completely transparent and available for study by an actor who grasps the implications.
I think this is the url for 23/6: http://www.236.com/
Secrecy is not important to them because the stakes (if they were discovered) really didn't matter that much for this harmless video. Even now, when they expose themselves, since their 15 minutes is up they experience no loss and got the effect they wanted.
The next attempt may not be so harmless. I speculate that the producers of that sort of video will value secrecy much more so.