That Girl Emily

So here’s the idea: Emily is an underemployed realtor in New Jersey, married

and about to have kids with her financial consultant husband, Steven. She then

finds out that Steven is having an affair with her best friend Laura. Coincidentally,

she started a blog just a couple

of weeks before she found out about the affair. So if you read the July archives

from the bottom up, you

get the whole story.

Oh, and did I mention that as part of her scheme to get back at her husband,

Emily has bought an enormous billboard above Mercury Lounge on Houston Street?

The photos on the blog are genuine, even if both the blog and the billboard

seem to have far too little personality and far too much professionalism to

be real. The blog, especially, is structured far too much like a bad novel,

with the "before Emily finds out" posts setting us up far too neatly

for the "after Emily finds out" posts.

And if Steven is really a financial consultant for a big firm, how likely is

it that his office is in the Lower East Side?

My guess is that the whole thing is would-be viral marketing for a new book

or film. But just not done very well. If you’re going to set up a fake blog,

keep it going for more than a couple of weeks before you drop the bomb.

UPDATE: Gawker had it yesterday, when I was still on holiday, and apparently the billboard is up in LA as well. Now that’s what I call a long commute from New Jersey!

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5 Responses to That Girl Emily

  1. Kathryn says:

    This is a viral marketing campaign if I’ve ever seen one. “That Girl Emily” was concocted to sell something – a book, a movie, maybe.

  2. Donna says:

    Save your time. There are better liars to read on the web. Liars who admit they’re lying –

  3. Cindy says:

    The billboard is also up in Chicago.

  4. roula says:

    don’t know if it’s old news by now but i think it was meant to promote the tv show “parco, PI” on court tv.

    …unless this website too is yet MORE viral marketing about the damn show! gah!

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