Plethora of sites for GameTap

Some of you might have seen some strange commercials recently for Get Goatz and What is Ad At (those links go directly to the spots).

The spots direct folks to GetGoatz.com and WhatisAdAt.org.

These are two of five sites that are a part of a viral program for a new gaming site by TBS (Turner Broadcasting), GameTap. The other sites include: GameLandSecurity.com, FirstPersonGetaways.com, and S-E-R-V-E.org.
The sites were concepted and developed by Mullen and The Barbarian Group.

What I'm not getting is how people are to find out that they are connected to GameTap. I've wandered through the sites and unless it's hidden deep somewhere within the site, I haven't seen any links or anything which points to GameTap. Yes, it becomes obvious that they all have something to do with video games, but is it for a particular game? Or for a new platform? Or what? Probably the best of the sites, IMHO is the Game Land Security. I found the Safety Tips pretty funny.