Viral marketing is getting pretty crazy these days. But Sierra has a whole different type of viral marketing that it sure to turn heads. This time, the virus is the one being marketed.

Gamers can now check out Sierra Entertainment's Prototype website (www.prototypegame.com) and begin digesting the game's ever-growing list of information and assets. All of this is done within Prototype's Double-Helix DNA Strand.

Site visitors will find a puzzle the moment they enter the site, composed of the Double-Helix DNA Strand. Sierra has gone the full mile with the website, embedding DNA codes through loads of various media. By switching DNA codes, site visitors can access various portions of the site, including exclusive assets like screenshots and video. Overtime, the Helix will evolve, allowing access to even more media. All of this goes hand in hand with Prototype's genetics inspired storyline. Gamers can find code sequences in print, online, and broadcast/television preview features throughout the year.

Prototype is headed to the PlayStation 3 this autumn and is currently not rated.