26 May 2011 5198 Views

42 Entertainment is Behind “Test Subjects Needed” Website, More Details Emerge

by Dan Koelsch

There’s now an interesting development in what I thought would be a one-off post about a unique viral marketing website for gum. On Tuesday, we told you about TestSubjectsNeed.com, which supposedly tested you to see if you could participate in the “Human Preservation Project”. Now we know that the site is from prominent viral marketing company 42 Entertainment, which raises the question of what this campaign is really promoting.

42 Entertainment has made a name for itself in recent years by running some of the best movie ARGs ever. It’s the company behind the quintessential viral campaign for The Dark Knight, as well as the recent (and extensive) TRON: Legacy campaign. Based on their portfolio and what we know about them, they seem to focus on technology and entertainment products and brands, which pokes a hole in our theory that the Test Subjects Needed (TSN) campaign is for Wrigley’s 5 Gum.

So, how do we know this is a 42E campaign? The Seattle Weekly website has a QR Code advertisement that links to the TSN website. This ad is filed under “Ad Index > Entertainment > Concerts, Festivals & Events > 42 Entertainment”, which pokes another hole in our theory, since I’m pretty sure chewing gum wouldn’t be classified as a concert, festival, or event, no matter how good it is.

On a side note, the TSN website has a mobile version, which I found out by using a QR reader on my iPhone. It has a similar experience to the regular site, but is more direct and looks really good for a mobile conversion. Also, at the end, it gives you a video that shows some of the images you see flash across the screen on the regular site.

Of course, the Unfiction forums are all over this. While there were some initial indications that this could be part of the emerging ARG for The Dark Knight Rises, it seems that the gum theory has more support, especially since a commercial for the gum had the line “Test Subjects Needed” at the end.

Thanks to MovieViral reader Yankee White for the information. Do you think this could be a campaign for something else? If it is for gum, are you still excited to participate?



New

Summer Movies Post Mortem or why we were failed yet again by the so called BlockBuster
26 September 2016
Summer Movies Post Mortem or why we were failed yet again by the so called BlockBuster
Summer. 2016. By now, a distant memory. I challenge anyone to remember anything about...

May interest You

Mission Icefly: Get Ready For Hunt 3.0!
03 September 2011
Mission Icefly: Get Ready For Hunt 3.0!
Briefly: The Traelek Institute is gearing up to open another testing facility, but not...
Second Mission IceFly Drop and Facility 2 Revealed!
15 August 2011
Second Mission IceFly Drop and Facility 2 Revealed!
In our last update, we pointed you in the direction of the Human Preservation...
“A New Path Awaits” Test Subjects
05 August 2011
“A New Path Awaits” Test Subjects
Wrigley’s 5 Gum viral campaign, Human Preservation Project, has been keeping us busy in...

Popular

Michael Gove to screen test for the next James Bond
04 July 2016
Michael Gove to screen test for the next James Bond
You know the name. You know the number. Is Michael Gove ready to be James...
What we learned from Comic Con 2016
26 July 2016
What we learned from Comic Con 2016
Comic Con 2016 Debrief /Digest/Diatribe/Devotion/Delete at will..   That time of year again. The...

Tags