The gadget gurus at Wired were sent a heavily edited manual entitled Dream-Share: Tactical Employment Procedures manual on 1st June 2010 – the next stepping-stone in the viral marketing campaign for Christopher Nolan’s existential heist film: ‘Inception’ .
Just as 42 Entertainment designed the viral game for Christopher Nolan’s previous film, ‘The Dark Knight’ , it would appear that a similar approach is being taken this time with ‘Inception’. The intangible ‘dream-world’ of the internet is spilling out in to our real world which brilliantly, if accidentally, works as a very suitable metaphor for certain ideas in the film.
The “weathered, beaten…dirty and heavily redacted pages” of the manual featured scribbled-out instructions split into seven chapters compromising of:
• Environment Creation
• The Dream/Waking World Relationship
• The Hostile Subconscious
• Warfare in the Dream
• Interrogation Techniques
• and Pasiv Device Instructions
The final chapter features a few lines of text which read:
Please consult your PASIV Device Technical Manual.
If yours is lost or stolen, you may download a copy at
For those of you who have been following the progress of ‘Inception’ and its brilliant viral marketing campaign (I have previously blogged about it here) then the PASIV Device will already be familiar to you. The Portable Automated Somnacin IntraVenous (PASIV) Device is the technology Leonardo DiCaprio’s character and his team use to enter people’s minds in the films plot. By visiting the above website, you will find an online instruction manual for the device which eventually leads to http://www.mind-crime.com/ which is the centre stage for all of Inceptions wonderful viral games.
See the full article on WIRED here
Watch the latest trailer featuring the PASIV Device here