On July 9 a raccoon died in Toronto. By July 10 it was national and international news, which begs the question -- why? And more importantly, if you're in marketing: how? Although it's unlikely, for those that missed the story, a report of a dead raccoon was called into Toronto City Animal Services the morning of July 9th, and despite a timely initial response, the raccoon was not taken away for over 14 hours. In the ensuing hours a growing vigil spontaneously sprung up around the raccoon, as news of its untimely demise and neglect by city authorities went viral online and in the media.