By now we've all seen the teaser trailer for Roland Emmerich's 2012 and got a glimpse of what it's all about. If you don't know what it's actually about, the Mayan calendar predicts that the end of the world will arrive sometime in 2012 - and the movie is about that arrival and what will happen. That of course means there is a lot of potential for some crazy viral marketing - which has actually already kicked off. Thanks to a reader on SlashFilm, we were pointed to a site called Institute for Human Continuity that talks about registering for a lottery to guarantee your survival when the apocalypse comes in 2012.

This viral reminds me a lot of Deep Impact. In fact, the whole movie reminds me a lot of it. We at least know some giant waves are going to cover some mountains. Same sort of thing happened in Deep Impact. And they had a lottery to get into a cave to be one of the saved ones, too. Same sort of concept here.

Not much else happens once you register for a lottery number. If you want to keep following this viral, though, I'd definitely register. I'm not very sure where this will go next or how it will continue, but we'll be sure to share any updates we receive. Both this viral and the one for Angels & Demons (also a Sony movie) are only in the very first stage. I'm sure there is plenty more that will be happening over the next eight months before this hits theaters. Plenty more. Register now and stay tuned for updates!