Why it's so hard to distinguish between hype and real fan excitement

This past week at San Diego Comic Con, we've seen a lot of fans expressing their passion for their favorite stories. But we also got bombarded with manufactured hype. Why is it so hard to tell the difference between two? » 7/27/10 4:20pm 7/27/10 4:20pm

A Strange New Dance-Related Conspiracy Game About the Apocalypse

Have you ever been walking around in your city, and seen somebody in a mask suddenly start dancing? Or perhaps a whole group of people? No, it's not alien mind control - it's actually people being controlled by a vast online conspiracy. They're participating in an alternate reality game called Top Secret Dance Off,… » 3/12/09 11:15am 3/12/09 11:15am

The Argument Against ARGs

If you're making a new piece of pop culture and you expect it to reach a mass audience, or even just a subcultural audience, you'd better have an ARG. What's that, you say? ARG stands for "alternate reality game," and it describes a wide range of interactive puzzles that generally involve getting you to visit various… » 7/23/08 9:00am 7/23/08 9:00am

Fly the Same Airline Whose Plane Crashed in "Lost"

Fake billboards for Lost's Oceanic Airlines have been popping up all over the globe, touting their return to service and trips to "Places You Never Imagined," like Ames, Iowa and Tustin, California. They also promote their brand-new website at the bottom of each one of these billboards (which probably weren't cheap… » 1/04/08 1:20pm 1/04/08 1:20pm