The PR effort behind this app is amazing. I feel equally intimidated and flummoxed when I try to imagine how they achieved such marketing success. Why did anyone care about this particular app before it started the frenzy, and why does(did?) it continue to grow so much?
I wouldn't really say it's PR, it's more like it just went viral. As in, I wouldn't say the Bedroom Intruder guy or Charlie Bit My Finger had great PR. They just did something that touched a nerve and people pounced.
When the seed for something viral is a feature story in the second most important newspaper in the country then that's called PR.