J.J. Abrams is the new Kid DYN-O-MITE. (Yeah, we said it!)

We keep trying to hate J.J. Abrams and we keep failing miserably.  Anybody who floats along so steadfastly through the flotsam & jetsam of network television and big budget film marketing automatically inspires both awe and ire in us.  We can't help but respect someone who breaks through the celluloid ceiling with such aplomb. But still... why haven't Fox Searchlight or Screen Gems optioned our screenplays for 'Repo Man II: Otto Gets Blotto' or  'Escape From Waukegan: Snake On A Lake'??  Huh?  When does Gil get a lick? *is bitter*

Regardless, one of the things that Abrams' seems to have a thankfully iron grip on is the viral marketing for his projects, and again... in a sea of mediocrity his team always manages to at LEAST get their chins above the water.

Just the simple yet important details like what URL to register can signal to potential participants in a viral campaign whether they should or shouldn't bother.  Being able to secure the domain ncc-1701.com for the upcoming Star Trek film is a minor stroke of near genius.  It's instantly recognizable by the existing fan base, yet retains an air of mystery for even those who aren't mad Trek dorks.

Additionally, the site itself functions intuitively but doesn't make things TOO easy to figure out right away. To start off, try adjusting all the sliders to 100%.  Even the flash UI is fun to fiddle around with, so you never feel like you're not 'getting' something or missing a trick. 

The balance between achieving some sort of real retention of your marketing message and not beating people over the head with 'It's a viralz dude!!  Pass it on!!" is a delicate one.  Even though we're really not fans of the Star Trek properties, this should be a fun one to watch.