Did Anyone Call This?

Because I watched on DVR I missed the odd commercial near the end of Wednesday's episode.
The commercial, for a fictitious organization called The Hanso Foundation, marked the beginning of The Lost Experience, a massive worldwide game with online, mobile, and televised components.
Fans of the show already know The Hanso Foundation is the entity which is responsible for much of what is happening on the island. The foundation produced the infamous 16mm film reel found in the hatch and watched endlessly by Locke, and sponsored "The Dharma Intiative," an unknown experiment the logo of which is plastered all over the food the castaways keep finding.
The commercial that was televised Wednesday featured some enigmatic visuals of a DNA helix, the ocean, and a grainy image of Alvar Hanso, the founder of the Hanso Foundation, as well as a phone number, 877.HANSORG, and a Web address for The Hanso Foundation.
The phone number perfectly replicates a company voice mail where callers get "lost" in a perpetual robot voice loop.
Alvar Hanso's outgoing voice greeting ends with an unknown female voice saying "Where is Alvar Hanso? What have you done with him?" Many of the outgoing messages end with the phrase, "Namaste."