Alternate Reality Game
Location: The Internet
In Summer 2007, Greg Trefry and I were hired by WDDG to
help them create an Alternate Reality Game as
part of the marketing campaign for Sarah Jessica Parker's new fragrance, Covet.
We created a mysterious backstory to support the amazing commercial that had already been shot, casting SJP in the role of victim to her
own perfume's intoxicating powers and subject of a frameup by an underground fragrance ring much larger than she could fathom.
We were tasked with leveraging MySpace in new and interesting ways, and we managed to create quite a buzz in that space, introducing
many unknowing SJP fans to the wonderful world of puzzles, chaotic fiction, spoiling, and collaborative sleuthing. Since Greg and I
knew we were designing for an audience beyond the "hardcore" ARG crew, we made strong efforts to build in appropriate arcs and
a diversity of challenges that would let leaders lead and newbies feel clever too.
Since SJP was going to be shooting the Sex and the City movie during the game, our ability to follow through on TINAG (this is not a game)
was limited, but in the end we did create an immersive and compelling narrative world for the players. The game ran for 10 weeks,
awarded dozens and dozens of awesome prizes, and generated 3250+ posts on the Unfiction Forums.
Perfume Site (game is archived)
Despoiler: Player-Generated Game Walk-Through
Press: Review on ARGNet
Honors: 2008 Webby Honoree (Interactive Advertising: Integrated Campaigns)