The well-loved show ended its 9-year run on TV, but its story is far from over. In an age where people are addicted to multitasking and most adults feel disconnection anxiety when separated from their smartphones, rose to success by embracing new ways to engage its loyal fans that will last well after the series finale. With technology so pervasive and viewers looking for ways to digitally connect with fellow TV show fans, created effective transmedia elements, ensuring the show's relevancy in a culture with shorter attention spans that increasingly demands more content and options. These elements kept interest in before, during, and after the episodes have aired.The show's efforts are paying off, even now that has ended. 's fan culture is so strong it has given rise to annual events like International Suit Up Day. And thanks to the trend of binge watching shows on demand, the strong, witty writing will continue to increase 's reach and stickiness. The Lemon Law, The Platinum Rule, and The Mermaid Theory were more than clever dating rules-they seeped into pop culture and will be part of casual conversations, online and off, for years to come. is everything you want to know about the carefully crafted websites, books, videos, blogs, social media accounts and more that made the show so special.