MSNFound....very interesting viral campaign which uses search as the links between touchpoints e.g. from msnfound --> search: hypnodragon --> cy. Using a cast of characters and their "finds", I have to say this is really well done. Fake blogs are risky, but I think they've done this carefully and methodically to be part of something bigger...this also dials into what I would call a new role for advertising, "demonstration" - what better way to sell search than through actually using search. More on this later no doubt, but thus far....me likey.