It’s been a while since I’ve seen a cool ARG (Alternate Reality Game). This one to promote Halo 3: ODST hits the mark. It was done by these guys in Canada. It was very underground and covert and just goes to show you don’t need millions of participants to create deep engagement.
They developed a transmedia narrative which fused online and offline challenges to get fans to crack the clues for VIP access to the HALO 3 launch party. It was based on a guerrilla style scavenger hunt with viral videos, hidden clues, encrypted messages, GPS coordinates, custom Google maps, real world locations, interactions and SMS. If you cracked the clues, you
Great example of brands (especially video game and movie launches) need to fuse the real and digital world with their launch ideas and tap into young people’s need for discovery and interaction with other fans. The idea connected the Halo 3 tribe better than any TVC would ever do.