Alternate Reality Games (ARGs) are not a new concept by any means. They have existed in varying forms for years, with varying success and involvement.

However, through innovation and technological advancement, new elements are being incorporated which make the games a lot more immersive for consumers.

A great recent example was created as a promotion for the relaunch of 13th Street Universal in Germany, where they created a mobile based interactive film, using augmented reality.

There is also a great one underway at the moment for the promotion of upcoming game, Deus Ex 3. The latest viral video has garnered over 80,000 views in just 3 days, and is sure to carry on going up.

Both of these campaigns are using innovative new technologies to create highly desirable content and experience to help drive higher engagement with their brand. If done effectively, it can result in very long engagement with the brand (compared to traditional media), and establish a much stronger relationship with the consumer.

One of the main problems people run into with ARGs is forgetting to cater to their audience. Brands must remember that the world does not revolve around their product, and consumers are not sat there waiting to engage with them. If you want to build a relationship with the consumer, you have to offer some unique content or experience, and if done well, ARGs can offer a great way to achieve this.

After making The Lost Experience, one of the most successful ARGs of all time, Ivan Askwith published a white paper with his findings from the campaign. He established the following guidelines for consumer’s wishing to play in the ARG channel:

1. The Experience Matters Most.

2. If Advertising Isn’t Making It Better, It’s Probably Making It Worse.

3. Know What You’re Getting Into.

4. Expect Players To Exceed Your Expectations.

5. Build Communities, Not Audiences and Markets.

What’s your favourite ARG? How far would you go to be involved? Let us know in the comments!

Felix Morgan | Creative Technologist
Billington Cartmell | @thinkingbrands

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