An alternate reality game (ARG) is an interactive narrative that uses multiple media to tell a story and requires user participation to advance the plot. ARGs have been used since the late 1990s to promote movies, TV shows, and products. They embed narrative elements in the real world and across different online and real-life platforms, with no single medium containing the entire story. Players must collaborate to piece together clues and solve puzzles, with the game masters adapting the narrative based on player actions and theories.

1. ARG Alternate Reality Game An interactive story or narrative that uses multiple mediums including the real world. Requires participation of users in order to move the narrative forward.

2. HISTORY

3. 1996: Dreadknot - web game started by SF C h ronicle, non-commercial. 2001: The Beast - early asse t list included over 666 items , used to promote Steven Spielberg’s AI 2004: I Love Bees - promoted the launch of Halo 2, solidified mediums legi t imacy. Usually used to lead up to a product launch or p romotion 2007 : Why So Serious?

4. Video Te Overview "Why So Serious?" xt

5. THEORY & METHODS

6. Story Te // ing as Archeology Scattered pieces need to be assem b led in order to be cohesive

7. Platform-less Narrative Story not bound to a s i ngle medium, each medium s t ands on its own .

8. Designing with a Hive in Mind Col l ective pla y ers sharing information and solutions, incorporating players with almost every conceivable area of expertise

9. Whisper Louder Than a Shout Pull p / ayers into the story through over-the-top secrecy. Never openly pushing the game.

10. This is Not a Game The game it S elf does not acknowledge it is a game. No acknowledged rule set for pla Y ers, as in real life.

11. Real Life as a Medium Uses players’ lives as a platform. Role-playing not required. Players might une x pectedly overcome a challenge for the community simply because of the real life kno w ledge and background.

12. Collaborative Storytelling While puppet masters control most of the story, they incorporate player content, responding to players’ actions, analysis and spec u lations by adapting the narrative. Intentional “WHITE SPACE”

13. JER3MIAH Launch the ARG to build hype leading up to new season of Jer3miah ARG incorporates players into 2 competing communities Piggyback Jer3miah elements into real world current events creating buzz. (Zooby News reporting on Health Care Reform w/ Meghan’s family back-story) Incorporate Mobile Phone participation- everyone is connected to one Extend planted clues to locations beyond campus Establish “Rabbit Holes” through different events (JumboTron ad at Basketball Games )