Alternate Reality Games - linklove
2007 offered something that could be called a breakthrough for Alternate Reality Games (ARG). With both Audi and Coke making it on to the scene using ARGs as a marketing tool for new products. The big one was probably done by Trent Reznor of Nine Inch Nails for the album Year zero. Wired has a long but good article on how they worked with that game and ARGs in general.
Over at Read/WriteWeb Muhammad Saleem have put together a list of key success factors for ARGs.
In short an ARG should include:
Storytelling or narrative
Discovery/deciphering and documentation elements
Cross-medium interactivity
Blurring the lines between reality and fiction
As with all viral marketing the borders of what is attractive and good enough is continuously moved forward. So to succeed something extraordinary is demanded from the game, making it difficult enough for a group of highly engaged people, i.e. consumers. As Jordan Weissman from 42entertainment describes it:
“Not only do they have every skill on the planet, they have unlimited resources, unlimited time, and unlimited money. Not only can they solve anything, they can solve anything instantly.”
ARG, spel, marknadsföring, reklam, nine inch nails, trent reznor
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