A key component of the ARG (alternate reality
game) was the use of pay phones to unlock the story. The "I
Love Bees" website gave GPS coordinates as clues, each locating a
specific phone booth. In cities across the country, teams of
players found the phones and worked together to unlock the audio
clips in each episode of the drama.
The ARG was created by
Elan Lee and Jane McGonigal of 4orty2wo Entertainment.
Media type: Episodic
radio drama distributed through an online
alternate-reality game
Client:
4orty2wo Entertainment (a new media marketing agency)
Role:
Supervisor of audio production
Description: This
innovative marketing campaign extends the world of Spartan
warriors and Covenant enemies in a prequel to the launch of Halo
2, the number one XBox console game. The story is
discovered and unlocked
as game players nation-wide solve the mysteries of the fantastic
science fiction world of "I Love Bees". It is
the modern day version of "War of the Worlds", and reached over
a million participants.
Awards:
Winner of Game Developers Choice Award. Nominated for
2005 Webby Award.
