Here at Mediaite we have had a disproportionate number of horror-filled posts, about monsters and vampires and zombies and Glenn Beck. And no, this isn’t just an excuse to post a picture of Megan Fox, how dare you imply such a thing!

This is the kind of viral marketing that executives dare not even dream about. In fact, while outlets like Gawker have come under fire for their use of sponsored content like Bloodcopy, the folks behind AMC’s “Mad Men” are reaping huge PR dividends for free. Their personalized icons have swept over Twitter like a nuclear daisy.

Gawker stepped over the line with their Bloodcopy campaign, where they were not only guilty of blurring the line between advertisements and editorial but of nearly erasing it altogether. And yet, the entire controversy made Bloodcopy one of the most successful ad campaigns Gawker ever ran.