If you look closely, there are small Hebrew letters, words that flash in red , and other peculiar clues in the advertising. Most of these lead you to the name Jeanine Salla . If you search for her on Google , you're lead to many very authentic-looking web sites that are actually part of a very elaborate game. Each site listed has clues and riddles which must be uncovered, and which leads to you other sites. You need to remember everything or you won't know the password to a certain site or how to enter a secret area.
Clues are very difficult to find.
Many involve going through the source code of web pages, one involved filtering a web image in Photoshop to uncover a hidden URL, another involved decoding chemical elements into an English clue, most involve combining many clues that you've found so far. But it's not just a simple web game. If you see an email address, you can actually email it and the response you get clues. You can call real phone numbers that are listed and those will give you more clues. In one case, one of the fake web sites had a box asking visitors to enter their email addresses.