The New Frontiersman is a very integral part of the ‘Watchmen’ book, and I imagine something which would be difficult to incorporate into the film. They are so many facets and layers to the original book that Zack Snyder will have to find a way of including in the film. Perhaps using internet allows him to concentrate on the main narrative on screen while archiving the back-stories online.

I’m intrigued to see how he’ll weave The Black Freighter comic book element into the film though?

I work in advertizing and we define viral marketing as advertizing that spreads and multiplies by itself. Like a funny YouTube-clip you pass on to your friends. Then there is Guerrilla Marketing, an unconventional, low budget approach.

The Frontiersman website is, like you say, neither.

Its just promotion.

Viral is something that catches on unintentionally. Intentionally making a website to promote the movie doesn’t make it viral.

The Dark Knight “viral” websites also were not viral. Just advertising.

That would be like saying, “I went to the theater and they showed some viral trailers before the movie, and I picked up a viral magazine with articles about other movies and saw a viral poster or two on my way out.”

Its just advertising. Adding “viral” to it is just more advertising making you want to be a part of the supported promotional materials.