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

[Brian Clark]

Mike wrote: "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."

You've got the worm biting its own tail there, though, Monello. If someone
comes to one of us for a marketing campaign, then they came to us for a
marketing campaign. Ipso facto: AOTH was designed around marketing efforts,
but BWP wasn't (it was repurposed for marketing efforts), in much the same
way "Nothing So Strange" was but very different than "Freakylinks" was.
Conversely, EE is conceptualized around product development goals, with
nothing to market yet at all, but all five of those examples share design
and engagement methodologies. It begs the question, does the label "ARG"
describe the design and engagement methodologies ... which, to me at least,
is a very different question than "are all five of those ARGs"? 



-----Original Message-----
From: arg_discuss-bounces at igda.org [mailto:arg_discuss-bounces at igda.org] On
Behalf Of Mike Monello
Sent: Wednesday, January 14, 2009 2:05 PM
To: Discussion list of the IGDA ARG SIG
Subject: Re: [arg_discuss] TOW: almost 8 years after the Beast, which is
your favourite ARG and why?

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
62 White Street, 3E
New York, NY 10013
212-612-9600
http://www.campfirenyc.com





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