It's not often that you find a kick-ass web-marketing effort for a tabletop RPG. It's also rare that said marketing effort gets confused with a blockbuster film's viral marketing efforts.
Enter the Ethan Haas Was Right website. It was confused with the viral marketing effort for the movie Cloverfield (possibly because the date of release for the core book was also on Jan 18, 2008 - the same date that Cloverfield opened at the box office). It has a very Cthulhoid feel to it, and a number of puzzles to solve that are rewarded with a short video.
I was stunned to discover that the site was promoting the RPG known as AlphaOmega. It's an RPG concerned with the End Times, and the site itself is visually stunning and complex, with a respectable amount of content.
Who's behind this? I normally attribute this kind of marketing effort to WOTC or White Wolf RPG launches, or to Computer RPGs or MMORPGs.
Time to search a bit more on the 'net. Maybe next week, when work's not so hectic.