[arg_discuss] Copycat warning over alternative reality games

[Adrian Hon]

Yeah, not a lot in that article surprises me; just confirms that these
guys don't really understand what's going on. I don't really have a
lot to offer this discussion other than saying 'I agree'. Certainly
it's a shame that ARGs are being pigeonholed in this way (not that
'ARG' as a term holds a lot of useful meaning). Most of the
interesting work is being done outside of marketing, right now.

Adrian

On Thu, Oct 9, 2008 at 4:02 PM, Brian Clark <bclark at gmdstudios.com> wrote:

> No one took "The Hand Grenade" Monello's bait, eh? No assist from me, sir:

> this was what had me foaming at the mouth 2 ARGfests ago.

>

> "ARG" isn't just "a marketing approach" ... it is one that isn't even loved

> by marketers. Attempts to reclaim in the word in non-ironic ways are doomed

> to failure, which is why very few of us as practitioners use that word

> anymore.

>

> Upsides are broader than even what "The Hand Grenade" suggests, though, as

> his definition still doesn't provide a place for non-fiction in that

> continuum. Or maybe what ever supplants ARG only cares about obvert fiction,

> but the same principles work without having to play make believe.

>

> But in reality, that news story is no stranger than "Marketers Still

> Struggle To Understand This Strange Nightmare World They Inherited".

>

> :)

>

> -----Original Message-----

> From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On

> Behalf Of Mike Monello

> Sent: Wednesday, October 08, 2008 10:52 AM

> To: Discussion list of the IGDA ARG SIG

> Subject: [arg_discuss] Copycat warning over alternative reality games

>

> Stories like this are why I always bristle against defining an ARG versus

> living under a looser definition such as cross-media narrative or similar.

>

> I still maintain we are (or should be) in a period of extreme

> experimentation, the results of which will ultimately define what it is and

> what the sub-genres or styles are. When we codify a strict definition around

> ARG, we turn it into a series of tactics rather than a formal structure

> under which an infinite variety of projects can live. When people use the

> term "ARG," it should be the way people use "sitcom" or "soap-opera" -- only

> a specific form of cross media engagement.

>

>

> http://www.nma.co.uk/Articles/39895/Copycat+warning+over+alternative+reality

> +games.html

>

> Copycat warning over alternative reality games

>

> Platform: Internet | Author: Luan Goldie | Source: nma.co.uk | Published:

> 08.10.08

>

> Brands are being warned against rashly adopting alternate reality games

> (ARGs) as their use as immersive brand experiences takes off.

>

> Cancer Research, Red Cross and Puffin (whose Young Bond ARG ends this week),

> are among the recent wave of brands to join the new trend for creating ARGs,

> which aim to engage consumers in connected online and offline activities.

>

> Early ARGs have been successful. McDonald's The Lost Ring game, supporting

> its sponsorship of the Beijing...

>

> ... Olympics, attracted more than 2.5m people in 100 countries, for example.

> However, the online industry has urged brands to be cautious about adopting

> them ad the next craze.

>

> Toby Feldman, marketing director for wrestling federation WWE, said the

> organisation had looked at ARGs as a marketing technique but decided it

> would not be an appropriate engagement tool.

>

> "It's down to the brand you have. One size never fits all, and if it's not

> relevant then it can very quickly become gimmicky," said Feldman. "If you're

> first to do something then it will work as it will stir interest and

> publicity."

>

> "Everyone looks for innovative ways to get messages across but if too many

> others follow suit then it becomes run of mill and waters down its

> effectiveness," he added.

>

> Likewise, Rei Inamoto, co-chief creative officer at AKQA's US office, the

> agency behind McDonald's The Lost Ring, said, "I do feel that ARGs are a bit

> of a fad right now. If agencies and clients do it blindly just because it's

> the buzzword, it will just lead to copycat tactics."

>

> However, Alex Miller, head of Jam, i-level's social media department, said

> it was clear why ARGs are becoming popular among brands looking to create

> strong brand connections. "If the buzzwords at the moment are audience

> participation, interaction and empowerment then a branded ARG, if executed

> well, ticks all of those boxes," he said.

>

> Adrian Hon, chief creative officer at ARG specialist Six to Start, which

> recently rolled out a cross-media competition for Penguin called We Tell

> Stories, agreed that interest was growing. "It hasn't happened overnight,

> but we're now getting brands coming to us all the time. Two years ago we had

> to explain what these games were for, but now it's very popular and we're

> getting approached all the time."

>

> Other major brands, while not ruling out ARGs feel it's too early to make

> the investment. Emma Jenkins, head of interactive marketing at Procter &

> Gamble, said, "It's still very new and gaming is evolving so rapidly.

> Anything we do has to stay in line with our consumers, so we wouldn't rule

> it out completely. We'd look at it, but not yet."

>

> Audi's UK PR manager David Ingram agreed. In 2005, Audi US launched ARG The

> Art of the Heist, which encouraged players to find a stolen Audi A3. The

> game had more than half a million participants and created over 4,000 test

> drives.

>

> "We're a bit more traditional," said Ingram. "ARGs have never been on the

> cards for us. We've run campaigns on PlayStation and we're confident in

> doing that, but not ARGs yet."

>

> ARGs utilise media across multiple platforms, including mobile, print,

> outdoor and online, with the player often able to influence the story. The

> first ARG was The Beast, used to promote the film Artificial Intelligence,

> with players taking part in a game that incorporated websites, email,

> telephone conversations.

>

> Sky won an nma Effectiveness Award in 2007 for its ARG for TV show 24. Last

> week the Red Cross launched its Traces of Hope ARG to raise awareness of

> civilians separated from their friends and families due to conflicts around

> the world.

>

>

>

>

>

> ---

> Mike Monello

> Partner, Campfire

> http://www.campfirenyc.com

>

>

>

>

>

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>




-- 
Adrian Hon - mssv.net
Chief Creative at Six to Start - www.sixtostart.com
Founder of Let's Change the Game - www.letschangethegame.org