Natella said that he was inspired by the concept of dream invasion, which he had encountered in some movies and books, and that he wanted to explore the power of the internet to create and spread urban legends and collective myths. He elaborated on the topic further in a 2012 paper titled “Viral ‘K’ Marketing.”[12] Although Natella never confirmed whether the project had a commercial purpose, sources like The Kernel said it was “almost certain” that the site was specifically created as a guerrilla marketing campaign for Bertino and Ghost House’s film.

I think your title is not perfectly accurate, but I’d somehow never heard of this, and it’s fascinating.