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 Forum index » Archive » Archive: General » ARG: Iris (Halo 3)
[META] Why This Is A Marketing Campaign, Not An ARG
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klobbermeister
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Phoenix1337 wrote:
...trying to come to terms with the nature of the beast...


Very Happy You said "The Beast"... Very Happy

PostPosted: Thu Jun 21, 2007 1:03 pm
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Phyltre
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Phoenix1337 wrote:

I don't think expecting a new viral marketing/ARG experience to be similar to a previous one qualifies as unwarranted.


Well, see, this is where we disagree fundamentally. I think it's silly and pointless to make such assumptions, and would never do it myself.

PostPosted: Thu Jun 21, 2007 1:05 pm
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Anton P. Nym
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Phoenix1337 wrote:

I don't think expecting a new viral marketing/ARG experience to be similar to a previous one qualifies as unwarranted.

I'm quite upset. Mad Casablanca wasn't anything like The French Connection. Dammit, I don't think expecting a new movie experience to be similar to a previous one qualifies as unwarranted.

-- Steve's exaggeration is solely for the purposes of demonstration. Done on a closed track. Do not try this at home. Consult your physician.
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PostPosted: Thu Jun 21, 2007 1:09 pm
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Urk
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So, what we're saying is wait and it will become both, an ARG and a marketing campaign. Wink

PostPosted: Thu Jun 21, 2007 1:14 pm
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Phoenix1337
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Phyltre wrote:

Well, see, this is where we disagree fundamentally. I think it's silly and pointless to make such assumptions, and would never do it myself.


It's silly to make assumptions that future experience will agree with past experience? Someone's been reading Hume.

Fine, let me rephrase the issue. Assuming this is just a viral campaign, and we're only going to be spoon-fed back story for the next few months (and I am still hoping this is not the case), what advantage to I get by participating in it, versus just reading about it on a website on September 24th?

ILB's was an experience, and if you weren't there (like me) you missed it. If this is just accumulating data, well that's just data. I can enjoy that whenever I want. AND I don't have to spend hours working on overlays in photoshop that will ultimately prove useless.

PostPosted: Thu Jun 21, 2007 1:15 pm
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Phoenix1337
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See, this is why I hate forums. It always ends with me taking an unpopular position, and next thing you know I'm a pariah. It all ends in tears.
Hmmm... maybe I'm just not good with people.

@Anton P. Nym: I really think that a better selection of movies would be "Sleepless in Seatle" and "You've got Mail". Or something where there's an obvious link between the two movies. I'm sure you can pick once that coincide more with your position and less with mine tough.

PostPosted: Thu Jun 21, 2007 1:22 pm
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turbov21
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Phoenix1337 wrote:
I don't think expecting a new viral marketing/ARG experience to be similar to a previous one qualifies as unwarranted. Especially when the previous one was so well received.


Actually, it is. Sorry. The entire purpose of an ARG like ILB, Iris, or Sector 7 (I'm not counting ARG's for the sake of ARG's, ala Perplex City) is to be not only a viral marketing system but also a subversive marketing system. The players, as I grok it, aren't supposed to really be aware that they're participating in what amounts to a very long commercial. Similarly, when you play Halo, you're not really aware that you're participating in a commercial for Halo 2, Halo 3, the Halo novels, etc.

When adult-type people stood at pay phones for ILB and someone asked why they were standing there, they would answer, "It's for a game," "I love bees," or "Halo 2 game." That's advertising to people who might (a) not normally hear about Halo or (b) might think it was something only for teenagers. It was different, it was subversive, it was advertising.

Now, if you approach every ARG expecting to be like ILB, with people standing by pay phones, then people standing by pay phones becomes as annoying and ignorable as a regular, old Halo commercial on TV. Each ARG has to be different, has to incorporate a new means of hooking not only players but also people who observe the players.

Thus far Iris hasn't been very interactive for us players, but it's had a couple SOTA rallies which got attention on television programs, it's advertised the comic, and it's gotten Internet buzz from players and others. I'm not an ARG expert (played in ILB but have only read about others), but I think if you get to a point where expecting one ARG to be like another ARG is the norm, then ARG's have become passe.

PostPosted: Thu Jun 21, 2007 1:25 pm
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TridenT
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Rather than continuing the debate, I'm simply going to reply to the title:

This is a Marketing Campaign, and Not (yet) an ARG, because Microsoft wants it to be. (I'm as clueless as you are as to why they think the most anticipated FPS in the history of gaming needs more marketing.)

That said, the things we've seen up to and, in some parts, including today, all point at this having more to come, and possibly still being an ARG. We have yet to really even get waist-deep in the rabbit hole here.

Just because they're faux-pas'ing and leaving the curtain a little open at the bottom (ads, etc.) doesn't mean there's not still someone behind it pulling the strings. It's just... you know, we can see their feet.
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PostPosted: Thu Jun 21, 2007 1:27 pm
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Phoenix1337
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Again, not nearly as interested in this being EXACTLY like ILB than I am in it becoming more than just a spoon fed marketing campaign. What bothers me, is I think we're just going to be spending time sitting around wasting time until new details are GIVEN to us.

Is this going to be an active experience or a passive one? There are a whole lot of people coming up with theories and looking through code who seem to think it will be an active one. I'm afraid they're going to be disappointed.

PostPosted: Thu Jun 21, 2007 1:31 pm
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Ranger D
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I agree with the sentiment of the OP.

One of the things that makes ARGs exciting is it's This Is Not A Game mantra. The best ARGs tell you this, scream it to you, but let you figure out that it really is a game. (but it's not Smile ) In the case with Iris here, that is totally non-existent. We have the email linking to halo3.com. When the Trasmission Log went live with the whole flash based floating server thingie, it asks for your birthdate. Why does a Forerunner AI need my birthdate? Because this is an "M for Mature" game? Oh yeah, that's why. And probably because of those Bungie and Xbox and Microsoft logos at the bottom the screen. I bet those have something to do with it. And when you download the files from the floating server, your dl window says "from www.microsoft.com..."

At that point it's totally blown for me. The immersion is gone, and I just feel like I'm drinking the kool-aid.
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PostPosted: Thu Jun 21, 2007 1:32 pm
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HitsHerMark
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Phaedra wrote:
I'm not sure that it's actually an ARG (however you define it) and I'm not sure that it's actually trying to be.

But if ILB is your reference for ARGs, no, I don't think this is going to be the same sort of game.

What it is, I believe, is a creative way to get backstory out there for hard-core Halo fans, and help generate some excitement for the release. I don't know if there will be character interaction, or puzzles. Bungie has come out and admitted who's behind it, and they've linked directly to the Halo 3 website. They weren't exactly on a different planet during ILB: I'm sure they're aware of why it worked. If they chose to break the curtain, and to push toward the Halo 3 site, I don't think it's out of ignorance of how ARGs work. They may not want a full-scale ARG.

Bear in mind that plenty of marketing scenarios, as well as plenty of other web storytelling forms, can take a few pages from the ARG playbook without being what many people here would consider a full-fledged ARG, and there's nothing wrong with that. Smile

So I'd say you'll enjoy this the most if you don't hold too hard to expectations. Take what they're giving you on its own merits.

If, at the end, you've enjoyed yourself, everybody's won, and it doesn't matter how closely it adhered to any particular structure.


I'm in absolute agreement with Phardra here.

I hate to break it to you, but ILB was a marketing campaign as well.

I remember, very soon after the phones started ringing and we found the first Axon at CUI, I finally met some of the other Beekeepers, one of said to me "I don't think I'm going to keep playing. Answering payphones? That, to me, isn't very stimulating."

That was back when we were the "All Girl OC Axon Crew". Smile Good times.

Really, all I was going to say is "It's too early to tell." And now I've said it, but I also want to leave you with this thought.

Whether there's ample opportunity to become part of it in some way or not, the key element is story.

And while my head hasn't felt the need to explode (didn't we used to have an emoticon for that?) I think they're getting their story rolling pretty good.

But like I said, it's a bit early yet.
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PostPosted: Thu Jun 21, 2007 1:33 pm
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Phoenix1337
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I guess what it comes down to is this.
In the time I am spending here, I could go to the gym and get a decent workout before my night class. I could catch up on my readings for any one of the 3 summer/intersession courses I'm currently in. I could go to the Oarhouse (it's a bar. Ask Anton P. Nym, he's probably heard of it) and have a few drinks with my brother.. I could go to the park and play soccer with my son (assuming my X doesn't have plans).
What makes wasting time waiting for marketing materials to appear more important than any of those things?
I think I just answered my own question. It's not.

I'm taking a break. I'll check back in a week or two to see if this actually turns into a game. But right now it's just not worth the time

Edit: One more thing. Me not being here is probably a very good thing for the rest of you, because every time I've left so far( to , say, attend class. or eat) invariably something cool has happened.

SLaTFAtF

PostPosted: Thu Jun 21, 2007 1:55 pm
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apcfreak
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Silent_shadow900 wrote:
This is even more off-topic, but did the Nine Inch Nails "ARG" have any user interaction? I think it was the same sort of thing.


Well, to start, OSR gave players ammo boxes filled with goodies, and made an underground concert with NIN. Also with murals, fliers, and the disk itself was part of it. So yes, I consider it an ARG.
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PostPosted: Thu Jun 21, 2007 1:56 pm
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Schmeck
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I'm actually pretty impressed at the amount of content that has been delivered this far. And this has been going for what, a week?

But, I am worried about the quality. It's hard to decide if things like META data are supposed to be important to the advancement of the story if they have obvious out-of-game references. I hope the quality will be improved, but I'm not holding my breath. Heck, this morning I decompiled the Server 05 flash file and found very obvious references to the supposed PMs...things that would have been easy to change.

I think a good ARG would have an explanation for these missteps (remember the ILB ocean coordinates?), but I'm guessing this one will silently fix problems, or just move on to the next batch of content.

I hope it will become more interactive, but either way, I'm on board. I'm interested in the new secrets that will be revealed about the Halo universe, even if they are delivered a bit ham-handedly.

PostPosted: Thu Jun 21, 2007 1:57 pm
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Anton P. Nym
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To look at this another way (and, of course, to further inflate my own ego) I suppose you could ask folks if an ARG-like experience can still be immersive without interactivity. People tell me that mine was very immersive and enjoyable... and the only interaction within-game between players and PM came from a very few forum posts. There weren't even any puzzles, beyond figuring out how the story elements hung together.

So I'll hold by my earlier statements; I think it's too early to tell how Iris is going to come out, and the ILB experience is not the only model upon which to base definitions on interactive fiction.

-- Steve will agree that there've been a few hiccups so far, but none yet big enough to spoil the experience for him.
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PostPosted: Thu Jun 21, 2007 1:58 pm
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