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Project 2012 (Hersheypark)
Project 2012 is a viral marketing campaign surrounding the launch of an attraction at Hersheypark, Hershey, Pennsylvania, called Skyrush. It began in October 2010 and has continued through the announcement of Skyrush in August 2011. The campaign incorporated use of a variety of websites under false names, including the Ride Institute of Technology, LaMarcus Brothers Mid-Air Excavation, and O'Connell Plumbing & Drain. Much of the discussion surrounding the campaign has taken place on Facebook and Twitter.
==Ride Institute of Technology==
The campaign began in October 2010 during the shoulder season for Hersheypark called Hersheypark in the Dark. Several people from the website Keystone Thrills organized a park meetup. When that occurred, several people claiming to be “scientists” working for a company called the “Ride Institute of Technology” (RIT) showed up and gave the group an envelope filled with puzzle pieces before walking away. Once assembled, the puzzle spelled out ''See u in the spring…game on''. The letterhead displayed a logo from RIT, along with the group’s website. A mysterious letter posted on the website offered a number of clues about the group’s founders, but nothing specific. The letter referenced Comet Halley and announced a new project to begin in the spring of 2011. In February 2011, the group received a letter from the Ride Institute of Technology written in Dutch. Upon translation, the letter revealed the official ride announcement would come early August and was later interviewed for a news segment regarding the proposed attraction on WGAL 8 out of Lancaster, PA.
On April 18, the RIT released a second generation of its website, with a history of the group, services offered, and a section where the group’s scientists would release forthcoming “studies.” The first study was released on Monday, April 25 with a subsequent study coming out each Monday for the following three weeks. At the same time, the Hersheypark Facebook page posted a link to a mysterious new Facebook group called ''Project 2012''. The first study—and all subsequent studies—contained highly technical jargon along with clues embedded into the documents. The group’s final study was chopped into 12 puzzle pieces which were then sent out to different coaster enthusiasts.
Coinciding with the RIT releases, a person by the name of Jan Van Der Velde from a research group called “AFW” emerged. A competitive report from Van Der Velde was released, and he later appeared in a video where he questioned Dr. Michael Coupone, the chief accountant for RIT. Van Der Velde objected both to the secrecy with which RIT conducts its scientific research, and to the group’s “lack of transparency” regarding financial reporting (see the section on "Awesome Fun World" below).
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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