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

[Jackie]

Brian Clark wrote:
"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"?"

Personally, I've been leaning in the direction of thinking of ARG as a
Toolbox more than it's own subject. I don't think we're entirely at that
point yet, but I think it's becoming easier to think of it as such.

To draw my totally stupid analogy, 10 years ago, molecular biology was it's
own subject matter. Currently, it's a set of tools used in every biological
subject to tell stories about physiology. I'm starting to wonder if ARG
might have a similar lifespan.

Of course, as I say this, I'm quite comfortable with the idea that I might
look back in a few years and decide that when I wrote this, I was farting
out of my face.

J

On Wed, Jan 14, 2009 at 2:21 PM, Brian Clark <bclark at gmdstudios.com> wrote:


> 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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