An Alternate Reality Sequel

It’s been a while since we’ve taken a gander at Alternate Reality Gaming (a.k.a. ARGs), but it looks like there’s a big one getting underway to promote the upcoming release of Iron Man 2.

For those who don’t remember, alternate reality gaming (not to be confused with augmented reality) essentially overlays a (social) fantasy game on the real world, using real people and real products to create an elaborate story that unfolds in real life.

[For a more in-depth refresher, check out our Potty Posting on the subject: This is Not a Clue - Alternate Reality Gaming.]

But, back to the matter at hand. Iron Man 2 clues are starting to trickle out, such as the image shown to the right. The same newspaper clipping (with a different highlighted word) has been sequentially distributed a small number of websites, including SuperHeroHype.com and CHUD.com (the latter standing for Cinematic Happenings Under Development). The emergence of clues on these websites is no accident, as the marketers have deliberately targeted sites that they know are populated with fans who will actively collaborate and collect the clues. After all, these games often require a pretty significant investment in terms of sharing and discussing theories, so the studio is wisely targeting niche sites that will drive intense buzz among their networks. (Hey, that’s viral marketing!)

Check out the latest clue for yourself at CHUD, and follow their links to the message board to see what else is popping up. If this ends up heading in a compelling direction, we’ll throw an update your way right here on the Awesome Blog.

Thanks to frequent ARG-spotter (and Pootie provocateur) Rich Scarle for the tip.