It's funny reading all these comments about how far off PETA is, and how misaligned their efforts are, when everyone who posts here is now aware of the horrible slaughter of seals. Post all you want, it's part of the irony of how effective it is.
So was that crazy commercial that couldn't be shown. They didn't have to pay for the advertising, and they got a ton of notoriety for it, and attention.
They want you to know about these abuses, and when you do, they can use it to badger (no pun intended) entities that are cruel to animals. The WoW stuff is pretty cheap to do, isn't it? And, it got a post on Tom's, and probably other places, and got how many readers? And how many more people know about this issue now.
Weird or not, it worked. I don't see a connection between WoW and seals, but I do see that they bring up issues, and get attention for them. Often times at little cost.
The end result is, they have had a material impact on the treatment of animals in many situations. It's an irony, we spend so much effort in seeking life on other heavenly bodies, yet show so little respect for life on Earth. Isn't life a miracle anywhere we find it? And yes, like any animal, we can defend ourselves against other life that endangers us, but that's not all that happens here.