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Monday, October 18, 2004

Viral Marketing with Online Games.
Wired News has an interesting article today about I love bees, an "alternative reality game." Players of the game were seen on major networks following the final U.S. Presidential debate, an indication of their reach.

The game requires players to coordinate to answer payphones in order to receieve clues and pieces of an ongoing story. Sometimes, players need to meet challenges that include odd public displays incorporating dozens of participants, and which often require the use of GPS and other technologies.

While I Love Bees has attracted an international following of its own, the game was intended as a viral marketing campaign for the release of Halo 2, set for mid-November. It remains to be seen how well the success of I Love Bees will translate into sales of Halo 2, but a massively collaborative scavenger hunt seems an excellent way to cut through the noise of online advertising and increase traffic to the websites and stores of participating businesses.
:: posted by Brian Hamman, 8:56 PM Comments (0)
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