Interesting... Joystiq reports that three separate (and fairly low-tech) websites have sprung up literally overnight, showcasing 'evidence' that gigantic creatures once walked the earth. The remains of colossal creatures bear a suspicious resemblance to designs from Sony's Shadow of the Colossus.
A quicktime video of the first creature is here.
A page with underwater 'photos' of the second creature is here.
And a palentologist's account of discovering the third creature is here.
What's interesting is how recent events (the Tsunami and an earthquake in Iran) are incorporated into the first and third accounts, and the very understated nature of the marketing element. While most viewers would probably be skeptical of the websites' veracity, the connection to Shadow of the Colossus is likely to be made only by people who are already aware of the game. One suspects that blogs commenting on the campaign are more likely to get the message out than the websites themselves. Whether that makes the campaign's designers very crafty or otherwise remains to be seen.