I’m all for alternate reality games. My own large-scale projects are definitely influenced by aspects of ARGs. As far as I know, the roots of the trend are in marketing: adverARGs. The early ones had a novel aspect that got people excited and effectively promoted their products, but it’s clear at this point that to run a successful ARG, especially one that’s main purpose is to sell something, you need a really clever set of developers. A big budget wouldn’t hurt either.
The ARG to build buzz for the new season of LOST was very well done — and I was a big fan of the cross-media backstory for the game Portal.
So being in an ARGey frame of mind, I was quite interested when I saw what looked like an opening for an ARG in a TV spot a few weeks ago. In the commercial, a bunch of hipsters were running around with handheld cameras, scared of something and talking about finding the truth and seeing a symbol or something. Really the only reason I was interested is because the commercial looked to take place in the Chicago area, showing buildings around the city and a blip of a city map. So I thought it to be a local undertaking, maybe something worth getting involved in — it would be cool if there were teams of people doing that kind of thing somewhere outside of New York.
So I went to the site displayed at the end of the spot, seeitnext.com, where there was a message that said something would be revealed in the first week of February (something earth-shattering, I’m sure). I was directed to enter my e-mail address for updates, so I did. I also made a half-hearted attempt to scan the page for links or secret images, you know — ARG stuff. Nothing. So I assumed they’d send an e-mail once the game got underway.
So I had the site in the back of my mind for the next couple of weeks when I’d be watching TV and see other spots for the mysterious website, but I didn’t look into it much farther because, well, I was busy with stuff. Anyway, for me, the official King of not Doing Fun Stuff, to be tracking an ARG, even half-heartedly — that’s evidence enough that there were probably a whole bunch of other people in the area really looking into it, making a serious attempt to get to the next step in the game.
So last night I was again watching TV (seeing a pattern?), and a commercial comes on. It’s new. And it looks as though the next step is about to be revealed. So I put down my tortilla chips and actually pay attention.
There’s a brief moment of cryptic video, and then it launches into…
A full-blown commercial for a General Motors dealership.
Seriously, me and my tortilla chips were like WTF!
There wasn’t even any attempt to make the commercial fit in with the style established by the earlier spots. It was your same old local car commercial announcer yelling about leases and financing and APRs and stuff! And what’s worse, when I went back to the website, all the cryptic ARG stuff was gone, replaced by a form that, if filled out, would no doubt get you bombarded by phone calls from enthusiastic car salespeople. The same form you’d see on any other car dealer’s website.
So now it appears that the ARG-that-never-was is over, revealing it’s true face as a run of the mill car dealership promotion.
I really hope that the marketing team behind this steaming piece of skunk dung is listening:
It’s incredibly BAD FORM to start what looks to be a game, and then switch it out with a crappy car sweepstakes. That’s called bait-and-switch. Fool me once…
Shouldn’t there be a code of ethics involved here? Like I said, if someone as apathetic as me was interested, you can bet your bottom car commercial that there were other people in the Chicago area taking off work and canceling father/son picnics to obsessively track down THE MEANING OF THE SYMBOLOMGWTFBBQ!!!11
So, marketing department: you can’t hire a bunch of attractive young hipsters to run around Chicago with handheld cameras, starting up mysteries with clandestine symbols and single-frame flashes of words and webcam videos. Well actually you can, but you have to have a payoff. That’s why people get involved with ARGs, so they can find out what happens at the end. Not to win a shoddily-built SUV from 1997 in a one-in-ten-million car dealership sweepstakes.
So out with the payoff, blow-holes. Come on, you started this thing. What’s the big mystery? And don’t tell me that to find out I Have to Hurry on Down to my Local Chevy Dealer and sign a thirty six month lease.