Hershypark, the famous theme park in Hershey, Pennsylvania, is using a viral marketing strategy to generate buzz around a new roller coaster code named "Attraction 2012". The park has started dropping hints around the Internet, and leading some coaster fans to hope that if they can piece them all together it will unlock the mystery of the new ride.

Viral marketing strategies are not new to Hershey park, which also used them in 2007 ahead of the introduction of its Fahrenheit coaster. But this time, the depth and detail involved are significantly higher, utilizing fake Web pages, hidden messages, foreign languages and symbolism. Clues have started to be released more frequently, and a website dedicated to the attraction promises to release four new "studies" every Monday over the next four weeks.