In addition to photographs, an alien FAQ and descriptions of anti-abduction techniques (including outfitting cows with fake antlers, covering cows with grass camouflage blankets and a diagram for an easy-to-assemble "cow crow"), the site offers compelling video evidence in the form of eye witness testimonials from frustrated farmers. "When making the farmer video, we decided to approach the whole thing like it was a given that alien cow abduction exists," says McKay. "We didn't want the video to be, 'Do you believe in cow abduction?' We wanted it to be, 'What are you doing about cow abduction?' Alien cow abduction is a fact of farm life. The more real it feels, the funnier it'll be. That's why almost every person shown in the video is an actual, working farmer."
The second wave of the campaign beams down on March 13 in the form of TV spots and a second website named PlanetInNeed.com, which follows the story from the aliens' point of view as they struggle to extract the "white wonder tonic" from Da Iry, one of the unsuspecting cows they've plucked from the planet below.