Michelle Obama appeared on The Tonight Show on Monday night, where she announced that her outfit was purchased at J. Crew.
According to CNBC and NY Daily News, traffic at http://jcrew.com increased by 64%, with traffic to the skirt that Ms. Obama wore increasing by 464%.
Here's a link to the outfit, courtesy of The Styleist.
J. Crew already had a paid search link up (no competition) on Google. The blogger willing to respond quickly also gets traffic.
It's a new, nimble world, a dynamic ecosystem rewarding folks who participate.