TIFF Viral: 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.