我好奇故我在

打破傳統廣告訊息定義，通常我們在跨媒體尋求一個一致性的訊息傳播，而且這個訊息必須簡單明白，而且媒體最好位置或版位愈有impact愈好。現在有些公司採用以 ARGs(alternate reality games，另類實境遊戲)為特色的行銷手法，通通打破上述限制。這種另類實境遊戲跟我們一般印象中的電玩也不同

我一開始認為這屬於很特殊的、很小眾(推估是電玩愛好者)的行銷方式，但是其實不然。因為ARGs的重點在於塑造"real"真實感覺，所以會從現實環境中給目標受眾線索，用「洩密」的方式透露網址，而且這種電玩概念不講競爭，而是講求集體智慧(collective intelligence)，可能是某君意外發現線索，抱著姑且一試心情登入網址，然後發現是真的，故興奮分享給其朋友，大家被勾引好奇心開始注意。這種campaign通常重點不在參與的人數有多少，而是在於creat buzz引起很多人注意跟討論。

• ARGs are sometimes called a narrative art form because their storytelling relies on two basic components: audience search for information and sharing their experiences.
  另類實境遊戲有時稱為敘述式的藝術形式，因為說故事有兩個基本元素：受眾找尋資料，並且分享他們的經驗。
  (延生閱讀: ARGs white paper)

回到觀眾上，根據互動深度的不同，可以區分三種：(source)

• Casual participants: Representing the broadest audience, they have a modest level of interaction which is focused primarily online; they seek a guide to help engage in the experience
  一般參與者，也就是一般大眾，大部分是有限度參與網路活動，他們需要別人的指導來參與。
• Active participants: Representing the core “middle” audience, they have a significant level of interaction both on-and off-line; they engage in the experience at their own level and pace.
  活躍參與者：代表主要「中間」階層的受眾，他們有一定程度的參與線上、線下的互動。他們依照自己的程度以及步伐速度參與這個經驗。
• Enthusiastic participants: Representing the “tip of the wedge” audience, they have a very high level of interaction both on- and off-line; they become deeply engaged in the experience by providing “content” of their own to the community.
  熱情參與者：代表金字塔頂端的受眾，他們有很高程度的線上線下參與互動。他們是很深度參與此經驗，並且給予他們自己版本的故事內容給予社群。

到底「說不完的故事」怎樣執行？只給一個故事起頭、給予受眾故事的證據、讓受眾自己說故事。也就是故事是開放的、結局受眾決定。

• CEO Susan: "The never ending online to me it means that the web has given us great opportunities to tell stories in different ways and to really have spilled off into lives of people. And create communities that discuss, and discover it and figure it out in different ways and really give the audience the chance to participate in the story. So I think the never ending online story is just starting to be written. And people are thinking about storytelling from the web in a different way." ~聽寫~
  (source: http://www.youtube.com/watch?v=FV5Ocbj0CfI)
• Writer Sean Stewart: “Instead of telling a story, we would present the evidence of that story, and let the players tell it to themselves.”

還有什麼特殊處？

• 通常著眼全球市場，因為人們也渴求跟更大的community連結。我想英語是很重要一環，說英語的國家很多，所以可以在各地放小火。
• 通常預算龐大，約美金1~3 millions。