[arg_discuss] White Paper: ARGs in Publishing

[Michael Andersen]

Thank you David, that's exactly the sort of feedback I was looking for: I'm
familiar with both projects, and both have some great takeaways. *The 21
Steps* is still my favorite use of Google Maps, and the final live mission
for *The Shadow War *offered a perfect capstone to the project. Can't
believe I neglected to mention them.

And Kim: I wasn't aware of the London treasure riots, but was aware there's
a danger with ARGs whenever you have buried treasure that people will go a
little crazy in the digging process.  I didn't think of the
newspaper/magazine angle of publishing, and may have to narrow my focus to
book publishing as that opens up a wealth of contests and experiments
ranging from the many challenges the *Dispatch *engaged in, along with the
Wired contests with Six to Start and Lone Shark Games, and...well, you get
the point.

-Michael

On Tue, Aug 3, 2010 at 8:35 AM, David Varela <davidvarela at gmail.com> wrote:


> Hi Michael,

>

> I'm sure they're too modest to jump in here themselves, but you should

> probably mention the work of Six to Start with Faber & Faber, Penguin and

> Puffin Books.

>

> Specifically, you could talk about 'We Tell Stories' in the ARGs as

> Storytelling section - http://sixtostart.com/we-tell-stories/ - and 'Young

> Bond: The Shadow War' in the ARGs as Promotions section -

> http://sixtostart.com/the-shadow-war/.

>

> Hope that helps,

>

> David

>

> www.davidvarela.com

>

>

> On Tue, Aug 3, 2010 at 1:11 PM, Michael Andersen <mandersen at argn.com>

> wrote:

>

> > Hey all,

> >

> > A while back, Brooke mentioned it might be a good idea for people writing

> > sections of the upcoming white paper to post their ideas for feedback and

> > suggestions.  That seems like a fairly awesome idea to me, so below is a

> > rough sketch of what I intend to be discussing with the section on ARGs

> in

> > Publishing.  I figure we're more likely to provide thorough and (probably

> > even more importantly) concise coverage if we're not operating in silos

> > with

> > this.

> >

> > *An ARGish History:* this section will serve as a brief look back at a

> few

> > projects that embraced the ARG aesthetic prior to *Cathy's Book*, where

> the

> > ARG term started getting used for it. This isn't intended to be a

> > comprehensive history, but I'll refer to Dennis Wheatley's Murder

> Dossiers

> > from back in the '30s and armchair mysteries like Kit Williams'

> > *Masquerade* (which

> > I didn't read, but saw referenced in the NYTimes article on *We Lost Our

> > Gold*).

> > *

> > *

> > *ARGs as Storytelling: *this section will focus on the use of ARGs in the

> > publishing world as an integral part of the storytelling experience. I'll

> > be

> > looking at implementing ARGs in publishing through the use of evidence

> > packs

> > (as previously mentioned, this idea goes at least back to the Murder

> > Dossiers), along with the trend of utilizing paired media with a central

> > social platform (Level 26).

> >

> > I'll also be discussing how the current trend skews for this type of

> > storytelling working exceptionally well with children's literature / YA

> > materials and as a franchise builder since the audience is a bit more

> media

> > savvy and the transmedia elements help bridge the publication gap between

> > books.

> >

> > *ARGs as Promotion:* I'll also discuss how ARGs have been used as

> > promotions

> > for the book's release, looking at how ARGs can drive behavior, reward

> > existing fans, and introduce the story.

> >

> > *Concluding Thoughts on Ownership: *this section will briefly describe a

> > growing trend I've noticed (and analyzed in a bit more depth elsewhere)

> > towards corporate ownership of these ARG/transmedia book projects.

> >

> > Each section will be discussed in light of particular properties, and I

> > plan

> > on referencing *Cathy's Book*, *Personal Effects*, *Skeleton Creek*,

> *Level

> > 26*, *Clock Without a Face*, *39 Clues*, *First Among Sequels*,

> *Therapy*,

> > and *The Whisperers*. When possible and as space allows, I plan on

> > including

> > a brief description of media used and a short walkthrough of how readers

> > interact with the book ARG type projects, incorporating statements from

> the

> > people behind the projects (gleaned from past interviews, TED speeches,

> and

> > articles).

> >

> >

> > So...any thoughts? Concerns? Glaring omissions? Praise? Recriminations?

> >

> > -Michael

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> >

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