RadioFreeLiberal.com

At first glance, Arctic Ready looks like a legitimate website from Shell. The clean lines, judicious use of white space and the prominent placement of the familiar red and yellow "Shell" logo have all the markings of the oil corporation's homepage.

But would Royal Dutch Shell really splash "LET'S HIT THE BEACH" across a grey picture of its Noble Discoverer drilling rig that last weekend lost its mooring and drifted close to the shore?

Probably not.

Indeed, Arctic Ready and the accompanying "Let's Go!" campaign is an elaborate hoax from Greenpeace and The Yes Lab aimed to increase awareness of Shell's contentious plan to drill in the Arctic.

The groups have harnessed social media, online video and gaming in a full-blown assault on Shell, which plans to begin exploratory drilling in the Beaufort and Chukchi seas.