Institute for Human Continuity (IHC) Viral Marketing Campaign
The Roland Emmerich film, 2012, depicts events taking place in December 2012, when the movie suggests that the Mayan Calendar predicts the end of the world. The Institute for Human Continuity site is part of the film’s marketing campaign. The Institute for Human Continuity (IHC) is a glossy looking website that one can access to pretend that the apocalyptic events predicted to occur in 2012 will in fact occur and that one can do something to secure one’s survival. The Institute for Human Continuity (IHC) is the latest of the kind of Internet viral campaign that has become common to advertise things like upcoming films and TV shows.
One section of the Institute for Human Continuity (IHC) site is a contest to “participate in an election to determine the leader of the post-2012 World.” The first prize is a trip to the Mayan ruins in Cancun. Second prizes include a Sony PlayStation and a Sony web camera.
Another section of the Institute for Human Continuity (IHC) is reserved for fake news reports that are supposed to precede the events of the 2012 movie.
Institute for Human Continuity (IHC) Viral Marketing CampaignA section of the Institute for Human Continuity (IHC) describes the fictional organization’s purpose, which seems to be research into the various phenomenon that will bring out the end of the world in 2012 (at least in the movie.) There is even a helpful PSA style video depicting the Institute for Human Continuity (IHC) as having existed since 1978, working to save a small portion of humanity from the catastrophe to come (at least in the movie.)
There is a lottery that the visitor to the Institute for Human Continuity (IHC) site is invited to participate in that will “select” the small portion of the human race to survive. Underground cities in the Antarctic, floating cities, and even space colonies are depicted as “safe havens” to side out the catastrophe.
The idea of, for example, colonies in free space and on the Moon are rather interesting, though according to the movie scenario bursts of solar radiation may make these forms of safe haven somewhat less than desirable.
2012, a film directed by Roland Emmerich (Stargate, Independence Day) and starring John Cusack, Amanda Peet, and Danny Glover is scheduled for release in November. 2012 promises to bring to the big screen scenes of planetary destruction and chaos hitherto unseen by any filmgoer, the favorite being one that literally depicts California falling into the sea.