Oh man, the pun in my post title makes me giggle.
Anyhow- as predicted, the That Girl Emily blog was indeed a viral marketing technique-- I saw the billboard in the cab the other day (I see so much in cabs.). It's been updated, and now features a huge poster for a Court TV show. Eww.
Wish I could find a photo- nothing yet.
I'm surprised a viral technique was used to promote the P.I. show-- the blog made me more interested in the psycho wife Emily, not the P.I. who might be helping her. It was a terrific use of blogs, YouTube, traditional outdoor ad placement, etc, but the product doesn't measure up to the hype. Another good question might be how much will this stunt may hurt the Court TV brand: I would normally associate justice and law enforcement shows with the truth-- not a shady marketing scheme.