12/27/07

Alternate Reality Games: What Makes or Breaks Them?

If you are new to the "Cloverfield" you will eventually run into the terms like "viral ad campaign" and "ARG" in many articles and posts. The "Cloverfield" movie has kept active on the Internet thanks to a strong online presence using both of these methods.

One site I used to reference a lot for Cloverfield clues and finds were the forums at unfiction. This group researched clues and analyzed everything under the sun to help make some great discoveries. Now that "Cloverfield" has become more traditional media publicity (TV commercials, radio, magazines) and less viral the forums are less useful to the average bear but are still a great reference to fans wanting to know all about the movie or just get started.

A good news feed like Google can email me updates on "Cloverfield" when they occur which saves me a lot of time searching various sites and forums. However, there's no denying a lot of the early legwork in finding clues and websites for "Cloverfield" was done with sites like the unfiction forums.
What are Alternate Reality Games (ARG):
(from unfiction) A cross-media genre of interactive fiction using multiple delivery and communications media, including television, radio, newspapers, Internet, email, SMS, telephone, voicemail, and postal service. Gaming is typically comprised of a secret group of PuppetMasters who author, manipulate, and otherwise control the storyline, related scenarios, and puzzles and a public group of players, the collective detective that attempts to solve the puzzles and thereby win the furtherance of the story.
Viral marketing and ARG's can hurt and help movies, like "Cloverfield." Critics complain the viral and ARG information is just publicity marketers use to exploit fans. It's easy to lose interest if the movie becomes complicated. No one wants to have to study the night before to watch a movie.
"Alternate Reality Games (ARGs) have become an incredibly powerful viral marketing and audience engagement tool over the last couple of years. However, the elements of a successful ARG remain a mystery to most people. Some of the most successful ARGs that I have participated in over the past few years were the I love bees campaign for Halo 2, the Iris campaign for Halo 3, the political dystopia campaign, for NIN's Year Zero, and most recently the Harvey Dent political campaign for the upcoming The Dark Knight movie."

1 comment:

  1. I teach ancient history at a school I will not name here. A few days ago I received an unexpected package in a box marked "First Class." When I opened the package, what I saw shook me to the core! I was literally paralyzed with fear.

    Maybe I should back up a few years... In 2002 I attended an archaeological conference where I met the Director of Antiquities at The Cairo Museum, Dr. Tahi Hawass. We discussed various ancient sites and upcoming archaeological digs. It was then that he revealed his intention to launch an expedition to search for an artifact known only as the Hexagon. When I heard the dark legend associated with this object, something inside me knew that this was a very bad idea. I cautioned him against excavating such a relic, warning him that nothing good could come of this endeavor.

    When I opened the package and saw the Hexagon box sitting on my classroom table. I knew that he hadn't listened. The ancient Egyptians and Israelites used hexagon boxes to ritually seal things which were regarded as being evil. Legend says that King Solomon would seal djinn into hexagon shaped containers. This however is unique and much more terrifying. I cannot tell you what lies with the Hexagon for fear that you could not handle such knowledge. I wish I did not know what is inside. Believe me, you will sleep much better at night not knowing!

    However, if you wish to pursue this knowledge, you must contact Dr. Tahi Hawass via email through The Cairo Museum Web site. The link is shown below. If you choose to do this, I am not responsible for what may happen.

    http://museum.24ex.com

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