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TIFF Viral: Where’s Fluffy?

Posted on Saturday, September 6th, 2008 by Peter Sciretta

$Where\'s Fluffy?$

A couple days ago I noticed reoccurring graffiti of a bunny on the sidewalks around toronto. Next to the graphic is the words “Where’s Fluffy?” Later when I screened Nick and Norah’s Infinite Playlist, I realized that it was actually viral marketing for a fictional band which is part of the film’s story. In Nick and Norah, everyone in New York City is frantically searching for the rarest show to ever happen. Fluffy is playing a secret show somewhere, just follow the bunnies. Unfortunately, the website url on the flyers, which I found around Ryerson today, only redirect you to the film’s official website.

$Where\'s Fluffy?$

Comments

Baz Anderson

Well, at least they weren't getting the bomb squad called out or pretending to be tourists asking you to use their "really great" digital camera to take a picture for them. The Aqua Teen Hunger Force thing didnâ€™t' bother me. It was an overreaction. But when I see people doing viral marketing when they pretend to be real people, I find that oddly intrusive and offensive for some reason. Maybe it's just that it's insulting to my intelligence.

greycolumbus

@ Baz Anderson

I completely agree. However, the viral marketing for The Happening (which involved groups of people fainting for no reason) was surprisingly ingenious.

One could say that that act was superior to the film.

L.D.S.

Not to be crude, but the angle at which the first pic is taken, it appears to be a big lipped man shooting a question mark out of his bulbous penis. Could it be the first signs of a darker, more r-rated Riddler?

koenigss15

Looks, to me, more like a duck with an election.

ezekial

I'm loving this viral marketing =)

Justin

Dear Slashfilm,

Love the blog, been reading for about a year, and I've discovered a deeper love for film because of it.

anyways thanks for the wheres fluffy post, I live on the Ryerson campus and they have been bothering me.

Maybe see you at some tiff events

J

feed me a stray cat

yeah.. all i see is a duck with an erection. i don't know how that would not be intentional

Mad Hatter

Coulda swore these were ads for Volkswagon rabbits.

Goobity

Viral Marketing only works if people can first identify, then have some interest in the product itself. Would anyone know what this was if they'd not seen the film already? Seems like wasted vandalism and littering...
A cartoon duck with a hard-on doesn't really make me want to investigate any further. :)

Shanie

This is a cute way to premote advertising for th movie in a way. I look forward to seeing Nick And Norah's Infinite Playlist, with this out already i can see it will be an interesting movie.

feed me a stray cat

i'm calling it right now.. shanie and justin: not real people.

bear

Now does Where's Fluffy come from the song by Diamond Head "the prince" covered later by metallica?

Lauren

Actually "mommy, where's fluffy?" is at the end of Metallica's version of Breadfan.

Nash

It's only at the end of Breadfan because of a mistake during mixing, it's the beginning of the song "The Prince" originally by Diamond Head

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