It looked like an ice-cream truck for methadone addicts, but it was just the latest attempt at viral marketing. To promote its film, The Devil Wears Prada, Twentieth Century Fox dispatched a bevy of Coffee Bean & Tea Leaf wagons to give out free coffee and Ice Blendeds all over L.A. on Tuesday.

Thanks for the java, but the film isn't called The Devil Drinks Mochas. Give us a handbag or pair of shoes, and we'd definitely see your film.