Michael Crichton's latest novel "Next" has found a second life on the Internet, with a fake company extolling the virtues of genetic modification and a mysterious MySpace account.

Jeff Yamaguchi, online marketing manager for HarperCollins, the publisher of "Next," told CTV.ca that they wanted to bring elements of the book to life, without revealing too much about the plot.

"We wanted to explore some of the issues in the book without delving into any of the storylines in the book," he said.

Crichton, author of "Jurassic Park," "Sphere" and creator of long-running TV series "ER," explores the world of genetic manipulation and human evolution in his new novel "Next." The story barely disguises real-life stories and situations.

At NEXTgencode.com users can explore the site, and can browse offers for a pet cockroach, read news headlines, peruse a detailed list of employees and watch videos advertising some of their more ambitious genetic treatments.

I found the "Bug DNA 4000" ad pretty convincing -- something that wouldn't be out of place during the other ads that would pop up during Saturday morning cartoons.

"We tried to create a level of involvement with the videos. Maybe visitors will wonder for few seconds or minutes and ask 'What is it?' and then they figure it out," says Yamaguchi.

The Bug DNA 4000

This isn't the first time a fictional company has appeared on the web in an attempt to create a viral Internet meme. The television series "Lost" created a cottage industry of these kinds of sites, ranging from a fake ticket generator for "Oceanic Airlines" to the all-encompassing "Hanso Foundation."

But TV generally skews towards a younger audience instead of the more mature crowd that novels attract. While online campaigns traditionally court younger audiences, Yamaguchi says that the website it trying to build intrigue in the novel in users of all ages because Crichton's novel is different.

"Crichton's readers are such a huge audience that spans all age groups," Yamaguchi tells CTV.ca, "and to me, the online audience is pretty much everyone now."

NEXTgencode on MySpace

Jonathan, a designer from Sherborn

And what would a brash marketing campaign be like today if it didn't come with its own MySpace page?

NEXTgencodecode's cryptic MySpace page is where things get really interesting, and offers a chance for visitors to interact with this mysterious faux-company. The MySpace features an animated GIF of a rotating puppy, who as of this writing already has 411 friends.

Most of the time these kinds of corporate profiles are worth skipping, but NEXTgencode's profile is hidden with "easter eggs" which are also hidden along with the profiles of the company's "friends."

One such friend is Jonathan, a designer from Sherborn who left a message saying "Thanks Nextgencode! My enlargEARs are great. My hearing has increased dramatically." His own profile

'Ivebeen' and his missing belly button.

suggests he is just an average kind of guy, married, with extraordinarily large ears -- the accompanying image an obvious hack Photoshop job.

The peculiar thing is the only comment on his profile -- left by NEXTgencode itself, saying "Youre ear looks marvelous Jonathan. We're glad that it's working up to your high standards." The comment is signed by Dr. W. Harding Jr., the CEO listed in the NEXTgencode website.

There's also the mysterious "Ivebeen," a 26-year-old from Jaffrey, New Hampshire, who wants to meet Cher and Jocelyn Wildenstein. His comment left on NEXTgencode's profile says "I owe everything to you NEXTgencode! Thank you!!" His picture, which at once isn't very obvious, shows that he is lacking a belly-button.

In the "about me" section on Ivebeen's profile, he goes on to elaborate; "Screw body piercings and tattoos, the new extreme thing is body modification. I got my belly button removed, but you can do so much more. Even beyond basic body modification, you can modify your GENES!"

In order to see how far they HarperCollins would take the illusion, I wrote a fawning message to NEXTgencode in an attempt to gain entry to their "top friends" list, and in return I received a message from the mysterious CEO:

NEXTgencode CEO Dr. W. Harding Jr.

"Thank you so much. We're really proud of the work we're doing, so it's very pleasing to hear such kind words. We'll add you as a friend right now. best, Dr. William Harding Jr."

This kind of unique interaction between the fiction character and real people -- made possible by the online MySpace experience makes this campaign unique.

"People are well aware it's for a Michael Crichton book, and they're going on the ride with it, enjoying it," says Yamaguchi.

And while most people are enjoying the experience, some people are getting too wrapped up and the MySpace NEXTgencode page is setting the record straight.

"There have been people who have inquired, not quite getting it. And whenever that's happening, the voice of the site will make it very clear that it's for Michael Crichton's book," says Yamaguchi.