You’re Needed For “Mission Icefly”! Caleb Hamilton, June 18, 2011July 1, 2011 As you know we’ve been covering a new viral campaign from 42 Entertainment, the genius marketing firm behind great ARGs such as Flynn Lives and Why So Serious. There has been a lot of speculation as to what The Human Preservation Project could possibly be viral for, with 5 Gum, video games, and The Dark Knight Rises in the running. After laying low, the viral has become active again. Today I received a mysterious package from the preservation project and its contents were just as mystifying. I can tell you now that this has nothing to do with gum. The completely black mailer, except for the mailing label (which was white), arrived from Pasadena, California. I was expecting an I.D. badge like the one you created when you first signed up at “Test Subjects Needed“. Instead I got something completely unexpected: a small device which looks like a tracking diode.A message was included which you can read below:Following the instructions in the fine print, I removed the battery tab and twisted the diode. It began to flash a bright blue. As you can see in the image above, the diode is attached to a Y-shaped ribbon that acts as a helicopter. There is a QR-code on the helicopter that leads to a countdown for “Mission Icefly“.The wasp that is on the note and under the diode also appears on the countdown site. When you roll your mouse over it, the wasp darts away to another part of the page. The box underneath “Test Subjects Needed” links to the Mission Icefly YouTube channel, where a video is posted showing a bunch of these devices dropping from a night sky lit up by blue lights at the Bonnaroo Music Festival. The night sky is lit up by blue lights.The countdown runs out on June 30th. Until then you can continue to sign up for The Human Preservation Project at the “Test Subjects Needed” website. Do you still think this is a campaign for a new flavor of gum? Wrigley’s 5Gum was a sponsor at Coachella, another music festival. Have you received a package from the project? Let us know in the comments!Click Here To Follow the Test Subjects Needed Campaign! ARGs & Campaigns Viral Marketing 42 EntertainmentMission IceflyTest Subjects Needed
Explore Filming Locations With “Movie Lovers Guide To The World” Map November 22, 2012November 23, 2012Have you ever wanted to explore where the most famous movies have been filmed? Foreign currency provider Travelex helps you do just that with their Movie Lovers Guide To The World app that uses Google Maps to pinpoint shooting locations for IMDB’s Top 250 films. Check it out after the… Read More
“We Are What We Are” Interactive Gif Introduces You To The Parker Sisters September 30, 2013September 30, 2013If you haven’t heard of Jim Mickle‘s We Are What We Are, which debuted earlier this year at the 2013 Sundance Film Festival and was in the Directors’ Fortnight section at the 2013 Cannes Film Festival, don’t worry not too many people have. The film is actually remake of the… Read More
Viral Marketing FX Series “Lights Out” Wants You To Knock Out A Heavyweight January 4, 2011Basic cable is the new home for complex dramas, and FX looks to continue the trend with their boxing series Lights Out. The show follows heavyweight fighter Patrick ‘Lights’ Leary,” played by Holt McCallany, and FX has created a live-action online game where you can fight Leary. Check out the… Read More
i got mine a couple days ago after registering with TSN on the first day it was up. i saw another post earlier about someone getting an ID. anyone care to confirm this?
I got mine today. Black package, blue light. http://sid3show.tumblr.com/post/6735888456I hope this is for something better than just gum…
i just saw a commercial for 5 gum, the one with all of the robot bugs. they are identical to the one featured on the mission icefly page…i think that would go halfway to proving the connection, another connection: the pattern on the ‘icefly’ helicopters, matches the pattern on the inside lid of the cobalt package.
Beg to differ…but the circles inside the cobalt 5 gum lid are concentric. The circle pattern on the helicopter wings are not concentric.But I do not doubt your belief that this is related to 5 gum.Is your bug light still flashing?Mine has stopped. Maybe that’s what happens to the bug lights that come in the silver envelope.
i received my black package today.inside was a mission icefly but a little different.its red white and blue lights.and only lights up when close to certain surfaces.but only does that after it has landed..im not sure what it means but thought id share the information..
I may have been premature in casting out 5 Gum as a possiblity. Apparently this is in fact marketing for 5 Gum, the Icefly appeared above the QR code that led to the “test subjects needed” site. On another note, thank you all for sharing what you’ve received, it’s interesting that there are different colored envelopes going out.
There’s a simple way to stop it flashing, unscrew it a tiny bit!I got mine here in the UK, silver envelope and blue flashing light!#MissionIcefly🙂
Got my package today, I have the blue blinking light. i wonder if the lights signify different factions we are going to be separated into.