Were that many people doing silly memes? I'm sure there was a few, I know Bulbapedia and Serebii did things, but otherwise I don't recall really anyone else, especially after the first day. And, no, things the Pokemon Company controls don't count. They were trying to do a viral marketing thing which has to be something that's spread by people outside of the owner's of the thing. The official Pokemon website, Youtube Channel, and Social Media Channel aren't part of the viral marketing, they're just part of the normal marketing.
From what I experienced, they did the initial "My Friend Malamar" video of the painter, we talked a bit about it on Smogon, and after that very little. Eventually they released another video with the cabby, I saw one or two references here, of course we had the fansites and official Pokemon store doing a little thing, but that's it until the official reveal.