ARG’s Power to Spread Brand Awareness

You may be wondering how exactly can an ARG bring forth so many people to collectively work together or to individually pursue such great lengths for what is essentially a game. Our previous two articles explain the fundamentals of ARGs’ potential and the impact it had on the past. But in this article, we’ll be seeing how exactly said impact is made. Right now, in the present and how said potential will continue to grow in the future, especially for marketing brand awareness.

How ARGs Gains Their Reach

Alternate Reality Games, in its essence, are puzzle solving games where the players would need to work as a collective to solve. Even ARGs targeted for individuals to solve alone like recruitment ARGs still encourages a sense of community within the players, collaboratively increasing their knowledge-base through networking. Therefore, it is through that collective process that ARGs spread like wildfire. Especially in this day and age, where sharing information through something like mainstream social media is only 1 click away.

Image via Source

However, that is not the only reason an ARG can quickly become so popular. An ARG like the Twitter account The Sun Vanished makes use of surreal story-telling elements. An ARG is a narrative playground. If you can create a story for the ARG that would evoke a sense of interest alongside the challenge it provides, you can have yourself a viral hit ready to be sent out.

How Your Brand Can Tie to an ARG

With some ARGs, it seems almost impossible to put the face of your brand into it. But the key here isn’t to put your brand blatantly to the game. That takes away the intrigue of it all. Your potential consumers must know that your brand is an ever-looming presence in the game without being intrusive about it. Below are 2 examples of how a brand is implemented within a viral ARG.

I Love Bees, Halo 2 (Game) Marketing Campaign

In August 2004, hints of a website were dropped everywhere but were first advertised by a hidden message within the game’s trailer. When taken to the website, the players then uncovered that it was apparently being taken over by an A.I. and through this campaign, foreshadows and context of the story for the game is slowly uncovered. From the people that found it, spreading it, and reaching out for help, the campaign eventually reached out to over 3 million visits and players around the world. This campaign, titled I Love Bees was commissioned by Microsoft for their upcoming game, Halo 2. The campaign itself received many awards for being innovative and incredibly unique at its time. Although the ARG weren’t too blatantly obvious that it was a Halo 2 marketing campaign, the people that paid attention to its updates and the participating players never forget.

Why So Serious, Batman: The Dark Knight (Film) Marketing Campaign

Image via Source

Some marketing ARGs are a bit more obvious as to what it promotes. The Batman: the Dark Knight’s marketing ARG titled Why So Serious. This campaign was a viral hit not only due to it being in the shadow of the big movie title, but also for its way of fan-service. The puzzles were simple enough, thus it doesn’t require super intelligence to solve but also hard enough to invoke many people asking questions, thus the sense of community. This campaign sparked over 10 million people to be immersed in a world-wide puzzle-solving agenda. And with a lot of the orders were to take pictures and share it online, it leads to a domino effect of intrigue and an ever-growing audience.

The Power that ARG Gives

Besides having the power to spread your brand and product, ARG has the capability to give a power as well. And said power is ownership. One of the key aspects of gamification is to make something done and worth the effort feel like it’s the player’s. Thus, they’d have a sense of bond to said experience. And with it, a bond with the product and/or brand.

“The experience must transfer ownership to the Audience, make it feel like it’s theirs”
Susan Bonds, 42 Entertainment President & CEO.

This Post Has 24 Comments

  1. Write more, thats all I have to say. Literally, it seems as
    though you relied on the video to make your point. You definitely know what youre talking about, why throw away your intelligence
    on just posting videos to your site when you could be giving us something informative to read?

  2. We’re a group of volunteers and starting a brand new scheme in our community.
    Your site provided us with helpful information to work on.
    You’ve performed a formidable process and our whole community can be grateful to you.

  3. I spent a lot of time to locate something such as this

  4. Thanks for the excellent post

  5. Hi there, I enjoy reading through your article
    post. I wanted to write a little comment to support you.

  6. Thanks for the great manual

  7. Very interesting information!Perfect just what I was searching for!

  8. When someone writes an post he/she retains the image of a user in his/her mind that how a user can understand it.
    Thus that’s why this article is amazing. Thanks!

  9. Youre so cool! I dont suppose Ive learn anything like this before. So good to find any person with some original thoughts on this subject. realy thank you for starting this up. this website is something that is wanted on the web, someone with a little bit originality. helpful job for bringing one thing new to the web!

  10. I just like the helpful info you provide to your articles. I will bookmark your blog and check once more here regularly. I am reasonably sure I will be told many new stuff proper right here! Best of luck for the following!

  11. Good – I should certainly pronounce, impressed with your site. I had no trouble navigating through all tabs as well as related info ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. Quite unusual. Is likely to appreciate it for those who add forums or anything, site theme . a tones way for your customer to communicate. Nice task.

  12. I have been exploring for a bit for any high-quality articles or blog posts on this kind of house . Exploring in Yahoo I ultimately stumbled upon this web site. Reading this info So i¦m glad to convey that I have an incredibly excellent uncanny feeling I discovered exactly what I needed. I such a lot indubitably will make certain to do not disregard this website and provides it a look on a relentless basis.

  13. Thanks for the sensible critique. Me and my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more clear from this post. I am very glad to see such excellent info being shared freely out there.

  14. Major thanks for the blog article.Thanks Again. Really Cool.

  15. Howdy I am so excited I found your web site, I really found you by
    error, while I was looking on Aol for something else, Anyways I am here now and
    would just like to say thanks for a fantastic post
    and a all round exciting blog (I also love the theme/design), I don’t have time to read
    through it all at the minute but I have book-marked it and also added your RSS feeds, so when I have time I will be back to read a great
    deal more, Please do keep up the awesome jo.

  16. Hey there, You have done a great job. I’ll certainly digg it and personally suggest to my friends.
    I’m confident they will be benefited from this website.

  17. Hello, all is going fine here and ofcourse every one is sharing
    information, that’s truly good, keep up writing.

  18. I believe that is one of the such a lot vital information for me.
    And i’m glad reading your article. However want to
    statement on some common issues, The web site style is great, the articles
    is really excellent : D. Good task, cheers

  19. Great site. Lots of useful info here. I am sending it to several pals ans additionally sharing in delicious. And naturally, thanks to your sweat!

  20. Interesting blog! Is your theme custom made or did you download it from
    somewhere? A theme like yours with a few simple
    tweeks would really make my blog stand out. Please let me know
    where you got your theme. Bless you

  21. Real fastidious writer. I righteous stumbled upon your diary and loved to say that I soul genuinely enjoyed aquatics around your journal posts. In any covering I’ll be subscribing to your ingest and I plan you make again very shortly

Leave a Reply

Recent Blog

personal development

How to Have Personal Management Skills and Save More Time

Do you often feel stressed out with too much of workload? As time passes by, do you feel like you have more tasks on hand than the time to do them? Or have you wonder how effective you use your time to complete all the given tasks? Check out our article and #GameYourWork with us!

Read More »
Close Menu