The Unfiction forum is currently buzzing about some “Leaked Assassination Footage from Russia” that portrays “a mysterious, attractive Russian female attempting to assassinate a Russian scientist.” It turns out that this would-be assassin, Natasha Norvikov, also, conveniently, has a Flickr photostream, and clues are also popping up on a Twitter account and a mysterious conspiracy website. Yep, it’s an alternate-reality game, but at least it comes with a pretty nice rack, don’t you think?
Even though I’m not a video-game aficionado, I’ll take notice of an ARG that has revved up “as indication of a Cloverfield-esque rollout for as yet unnamed video game release.” These viral marketers are pointing towards a building on the Cloverfield viral marketing example but are also holding this particular campaign out as the “most in-depth ARG ever.” Well, I wouldn’t go that far.
The Cloverfield campaign did a pretty awesome job at generating interest (and box-office receipts) through its viral marketing plan, but it wasn’t as cohesive of a plan as it could have been. Lots of red herrings were dropped, and, honestly, the Slusho tie-ins were pretty damn lame and wholly unnecessary to the film itself. Overall, it was a good campaign, but it had too many holes that, after the movie, have slightly irritated some of the more hard-core geeks out there. Since no one wants to piss off the geek market, Cloverfield shouldn’t be viewed as the seminal example and template for future viral marketers.
After all, ARGs existed long before Cloverfield, and I can think of at least one recent example of an even more engaging ARG that didn’t fall apart after an ex post facto dissection: Nine Inch Nails’ Year Zero ARG. Yes, once again, we bow at the altar of Trent Reznor.
Check out the “Leaked Assassination Footage from Russia” on the next page. (Thanx to Miranda.)
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