Police Shut down SAW 5 Viral Marketing Campaign

Viral Marketing is the new it child and you know you have done a good job when folks start calling the cops terrified their friend has been kidnapped. In a poorly promoted viral campaign SAW 5 has a tool where you go to a website ( or should I say had ) and you enter your friends name, their phone number and your name and they then get a phone call. According to HorrorMovies.ca the call goes like this;

"Hello, [ Your Friends Name ] Do you want to play a game? You think it's over but the games have just begun. I'm here with your friend [ Your Name ]. My work will continue in a way you never saw coming. You won't believe how it ends.

Apparently alot of folks got calls who had no idea what SAW was and as a result they started calling the police and as of last night the website had been taken down. Two points here. First off that is GENIUS marketing that could have been huge buzz and been all over the internet... especially considering it got shut down supposedly by the police. My second point is why was this really awesome tool not promoted? I know I for one would have used it and I am sure I am not alone.