We just received an anonymous tip pointing to a very interesting website that looks like its the start of what could be the next big viral movie campaign.
The website is for a mysterious organization known as DSRW or Deep Space Radio Wave Project. The DSRW Project site says that it's "A private non-profit research organization with a network of world-wide interstellar communication facilities that support the exploration of our solar system and the universe."
The stated mission of the organization is to "capture deep space radio waves and analyze them for patterns and messages. We share our findings with the public and work together to answer the question, "Are we alone in the universe?" Through collaboration, we will separate real communication from galactic white noise."
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The cool part is how the decoding process works. The goal is to mark off the correct spaces on each row to uncover a pattern of sounds. The decoding process happens simultaneously with a large set of users, meaning that the community is working at decoding these transmissions together.
As of 1:09 p.m. EST, the first signal is 64% solved. It looks like a subsequent transmission will be revealed as each mission is solved.
Viral campaigns especially with gamification elements have become common when marketing films. Warner Bros. has used viral marketing (including puzzle solving) on its previous projects, including this summer's The Dark Knight Rises.
We've also seen big viral campaigns with films as diverse as The Hunger Games and even Toy Story 3.