[arg_discuss] TOW: almost 8 years after the Beast, which is your favourite ARG and why?

[Mike Monello]

On 1/14/09 1:23 PM, "Steve Peters" <scpeters at gmail.com> wrote:

        Strong Disagree! :)

I don't believe mj was saying that ARGs don't work, but that there is some sort of consensus beginning to emerge amongst people on the peripheral (i.e. Clients, journalists) that ARG's don't work, too difficult, no ROI, etc. I believe that observation is true.

Anyone who actually believes that ARGs don't work probably isn't on this list!

Steve you are right about metrics, but the truth is clients don't care about fun and creativity, and in the end, that's OUR job, not theirs. But figuring out which metrics and how to measure is essential, and there is plenty of data to prove the point. Art of the H3ist cost about 1/2 what Audi spent on a model launch the previous year and drove significantly more dealer leads. If you know which traditional metrics you want to move the needle on, it's fairly simple to design the program to do that and still be creatively interesting and fun for people to play.

And I love this:

On 1/14/09 1:23 PM, "Steve Peters" <scpeters at gmail.com> wrote:

We're still at Kitty Hawk, guys. And despite the fact that future
experiences will have fuselages of carbon fiber and on-board wifi and free
drinks instead of two propellers and fabric wings...they'll still fly!

And someday soon we'll be able to found our own airlines that don't depend
on us plastering billboards on the sides of the jets to pay for the fuel! :)


---
Mike Monello
Partner, Campfire
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212-612-9600
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