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4 Replies Last post: Jun 19, 2008 12:39 PM by xenopod

Any Thoughts on Alternate Reality Games as a Marketing Tool

Jun 17, 2008 10:13 PM

ITDLLC 3 posts since
Jun 17, 2008

Hello All,

I first came across alternate reality games through the NIN album Year Zero. While I'd been a fan for years, what shocked me was that my younger brother, who had never shown interest in NIN before, became interested in the album via the game.

If you're not familiar, check out this wikipedia article on them: http://en.wikipedia.org/wiki/Alternate_re
ality_game

Has anyone considered using this method as an inexpensive way to market to younger customers? Better yet, has anyone tried it? If anyone works/ has worked for a corporate marketing agency, could you say how they are viewed in the corporate world?

I'm interested in what experiences people have had, whether they've been successful or not. At the very least, it seems like a cheap and creative way to get your product out.

Mike

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flex_00 18 posts since
May 29, 2008

1. Re: Any Thoughts on Alternate Reality Games as a Marketing Tool Jun 18, 2008 11:24 AM

This is definitely a creative marketing idea...kind of a spin on product placement like they do in movies and video games. I have no experience with it but had to comment on your question. If it works anything like product placement, its definitely NOT an inexpensive marketing avenue. Corporations pay millions to get their ads in a video game.

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Iwrite 1,101 posts since
Dec 29, 2007

2. Re: Any Thoughts on Alternate Reality Games as a Marketing Tool Jun 18, 2008 12:43 PM

Pepsi has done this with a DJ style game and had good success.

Clients are watching and learning. These games are having a good response, there is a learning curve that most marketing departments are struggling with. Costs are not always cheaper, and with the rise in popularity look to see a rise in price.

Gaming is already a huge tool in the marketing mix for the more web savvy companies. I can't find some of the more successful simple games but there were plenty of them out there this last Christmas. Target had a game that everyone was playing and sending to their friends - that's the key, you want something that will go viral.

Here are a couple that were really successful but not simple:
Get the glass!
robobrawl.com

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xenopod 109 posts since
Dec 28, 2007

3. Re: Any Thoughts on Alternate Reality Games as a Marketing Tool Jun 19, 2008 12:25 PM

An ARG was featured in an episode of the CBS show Numb3rs. They also used one to advertise the episode titled "primacy" and the show in general: http://www.joystiq.com/2007/11/17/chain-f
actor-addictive-puzzle-game-numb3rs-arg/

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xenopod 109 posts since
Dec 28, 2007

4. Re: Any Thoughts on Alternate Reality Games as a Marketing Tool Jun 19, 2008 12:39 PM

in response to: xenopod

If you are interested in playing it is here: http://chainfactor.com/index.php

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Any Thoughts on Alternate Reality Games as a Marketing Tool

Jun 17, 2008 10:13 PM

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