Viral Marketing - at its best?

Here's a widget being used to promote the upcoming movie Cloverfield, which has had a steady drumbeat of viral marketing hooks thrown up on the web - invented companies doing imaginary projects that are opposed by fake environmentalists, with bogus news stories about scientists, deaths and scandals. It's been masterfully orchestrated. I have a few problems with the way it's been executed, but overall it matches the best practices for viral social media - on a grand scale, with some very clever, savvy design and gamesmanship.