PR stunt or just for fun

The photographs created a buzz among netizens that morning. Later to found out that the ghost was just a special effect from an Android phone application called Camera 360; this was actually a little joke from the app developer.
 
Planned or just for fun, you will have to be amazed by the power of social media. On the same day that news article was out, pictures of that same ghost are posted on Facebook and weibo, the ghost is simply everywhere. It did not take me long to found out the truth and with an Android Smartphone in hand, of course I downloaded it and tried it out myself.
 
Is this a successful PR, in my opinion, this was a pretty creative PR stunt; however this type of stunt can also put valued brands at risk. PR managers working for well-established brands might want to consider the possibility of negative effect on the brand before they plan their stunt act. What do you think?