2012's Institute for Human Continuity Website Launched
by Alex Billington
February 13, 2009
Sony has officially launched the viral website for The Institute for Human Continuity, which is the institute that is holding a lottery to give people a chance at survival when the apocalypse arrives in 2012. Yes, this is a big part of the viral campaign for Roland Emmerich's 2012 movie. In the teaser trailer, it asks, "How would the governments of our planet prepare 6 billion people for the end of the world?" The answer is, "They wouldn't." But the IHC website adds that, "The IHC will." Very interesting introduction. I'm impressed, this is a full-fledged campaign and I think a lot of people might believe the IHC really exists.
Head over to InstituteforHumanContinuity.org to check out the website. There seems to be a lot on there, including videos in the "Initiatives" section and a lot of details behind what might happen in 2012 and what the IHC is planning to do about it. If you love ARGs or viral marketing, definitely check it out.
I'm curious if this was launched a bit early, because originally 2012 was slated to hit theaters in July, but was moved to November 13th. Will this lottery last all the way through to November or was it designed to end in July with the initial release? We're not sure what the next phase of this viral will be, but it's one of the few that we're keeping a close eye on. If any of you discover anything really interesting or odd while browsing around the site, be sure to let us know. And we suggest you sign up for the lottery, too, not only to make sure you live through the 2012 apocalypse, but also to keep updated on all the latest with this viral.