The campaign, created by TBWA\GGT, centres around a genetic mapping company First Genetics, who claim to have successfully created the first genetically engineered monkey.
The Sun, which broke the story in the paper earlier this week, has backed the story with the viral piece that includes a catalogue of monkey genealogy, as well as in an in-depth interview with Dr Brockenfuhr; the brains behind the pioneering breakthrough.
The main talking point, however, is likely to be the Live Chat Box that anyone receiving the link will be able to participate in. Built in Flash, the monkey, who is called Marty, is able to answer topical questions of the reader's choice.
Not that topical though, when asked about the war in Iraq, Marty said: "That's a tricky subject. Ask me another less political question." Asked if he was an April Fool's joke, Marty said he'd not heard of that one.
According to Dr Brockenfuhr: "At first I thought it was one of the lab assistants messing around, but then I saw Marty type the words, 'Doctor, this is no practical joke'."
The monkey's existence has been a closely guarded secret for some time, but since communicating with his creators, they had to break the story. "We couldn't risk Marty sending an email himself to the outside world."
The viral campaign begins with a discreet email featuring the headline and a link to the First Genetics site. The home page gives the visitor a taste of what's to come with a picture of the monkey at his very own computer -- an interactive chat with the world's first genetically engineered monkey.
"We'd like to prove to the world that Marty is real by allowing people to chat directly to him live on the internet," declared Dr Brockenfuhr. "He's ready and waiting in his office if anyone is willing to ask him a question or two."
Rosie Harrison, online marketing manager for The Sun, said: "The Sun is all about entertainment. April Fool's Day presented us with a great opportunity to expand this entertainment beyond our readers' daily experience of the paper, by creating a light-hearted and fun campaign online."
To chat with Marty, visit . The site also includes a picture gallery and an off limits "research area".
Dan Harrison, digital creative head at TBWA\GGT, said: "It was great to work with The Sun as the core elements of their brand translate so well into an effective viral piece. This, along with a great creative execution, means we've produced a memorable and highly entertaining experience."
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