Gen C don’t distinguish between the real and virtual world, it’s all one experience, so brands need to create narratives where the brand story builds and evolves across different platforms. Blockbuster movies have been creating ARG’s (Alternate Reality Games) to hype films for the past 5 years (The Dark Knight was a killer ARG), and brands like Audie ‘Art of the Heist’ have been dabbling in the space. According to wiki, an alternate reality game (ARG) is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants’ ideas or actions. The most famous ARG of 2008 was ‘The Lost Ring’ used to hype the Beijing Olympics and subtly sponsored by McDonalds. It was a truly global interactive experience to uncover a lost Olympic sport, with over 2million participants over its 6 month period. In the future, brands will need to create these multimedia experiences which engage Gen C across multiple channels and play to their need to compete and discover new cultural phenomenon.