Our idea from the beginning was to leverage the power of searching '2012' as there were already massive amounts of conspiracies online. This way our addition – the Institute for Human Continuity - to the sea of 2012 conspiracies would feel more organic and believable.

Along with Woody Harrellson jumping on board to help promote the film, there were integrated guerrilla tactics (billboards, building wraps) as well as a cameo appearance by the IHC Logo – designed by Oremland – in one of the film's most climactic scenes.

The website ran for a year leading up to the movie's opening, and through its box-office run. Fostering an enormous amount of IHC-related exposition from escape plans, preparation instructions, to blueprints of the vessels and possible disaster scenarios, and even in-depth biographies of important IHC figures, the site certainly felt a little too real at times.

David Morrison of NASA, who received over 1,000 inquiries from people who thought the website was genuine, condemned it. "I've even had cases of teenagers writing to me saying they are contemplating suicide because they don't want to see the world end", Morrison said. "I think when you lie on the internet and scare children to make a buck, that is ethically wrong."