Alternate Realities

Have you ever heard of an alternate reality game? These promotional tools have been gaining popularity over the past few years and are an exciting new outlet to build a brand's image or communicate a message. ARGs, as they are commonly referred to, are basically fictional storylines that attempt to engage audiences in the story by allowing them to follow and interact in online and offline settings. They usually involve some kind of a mystery to solve or a treasure to find or a mission to accomplish. It's sort of like a treasure hunt in an online-off-line blend. Clues and hints are leaked through various media outlets that audiences can seek out and follow to continue participating in the developing story. A website is usually the central point of access to the ARG. One example of a hugely successful ARG was the "Why So Serious" promo that invited users to become part of the alternate reality of the Batman story. The ARG included a website, whysoserious.com, and spread through viral videos, t-shirts and a variety of other media. The Lost Ring, an ARG sponsored by McDonald's and launched at the start of 2008 to promote the 08 Summer Olympics, is another example of an ARG. (www.thelostring.com)It was incredibly successful and attracted followers from across the globe. The lure of these games is obvious. Everyone wants to be a part of an adventure that involves mystery and discovery. We love following clues to uncover some kind of answer. ARG's tap into this innate desire and create a world that allows people to escape into an exciting new world. Another appeal is the blending of fiction and reality. Large numbers of participants from all over the world come together to engage, which can create a very real sense of community. When you feel like you are in on a secret that not very many people know about, it is exciting when you see others who are following as well. It creates this immediate connection with people because you feel like you are engaging in a story with them that is bigger than everyday life.

So what does this mean for advertisers? Well, it's an amazing opportunity to promote an idea or a brand if it is done right. Increasingly brands and organizations are looking for ways to engage and connect with audiences on an interactive level. The new model of marketing is to pull active audiences into your message rather than pushing messages at a passive audience. You can't get anymore engaged and interactive than ARG's. And the result is a loyalty and goodwill towards your brand or organization that you simply can't accomplish with paid advertising. Younger audiences, especially will be attracted to novelty of ARG's.