Doritos Light

Dark Marketing is slowly way into the lexicon of advertising, and for good reason. rock bands like Nine Inch Nails and burger giant McDonalds have unleashed its commitment to the brand and capacity building with results marketing chiefs can cheer.

But for many in the industry, the term is more likely to evoke an image of Darth Vader opening a bag of Cool Ranch Doritos instead of what the concept of the book: the legions of fans brand by actively participating in a cleverly designed and carefully executed brand marketing campaign that spans countries and continents.

Is something powerful.

Here is a brief introduction, and for brands that can, on a "how-to-market dark" checklist.

Let there be Light

Dark Marketing is not sinister, but its borders with the secret. At its base is the alternative reality game (ARG), a complex, creative and purposeful scenario that brings brands to life.

ARGs are interactive narratives that make up fiction and nonfiction, mystery and detection and script and unscripted activities that invite participation. The games take place on (and are made possible by) multiple forms of traditional media and online. ARGs may use telephones, e-mail, outdoor billboards, t-shirts, television, social networks, music, blogs and more than a scenario involving, motivate behavior, reveal game clues and advance the narrative in order to maintain player interest.

Take, for example, Microsoft's "I Love Bees" campaign used to promote the release of Halo 2, a video game hit. This is an illustration of how ARGs go under the radar of traditional marketing to rally consumers to the brand.

Microsoft launched the game by FedEx-ing jars of honey to several Halo players. A few days later, the promotional trailer for Halo 2 refers to a website, ilovebees.com / xbox.com . The website has lists of the numbers of pay phone, the GPS coordinates for the phones and times when each number would be called to lead the curious to find the phone and answer calls. The calls delivered additional clues that advanced the ARG, promoted Halo 2 and reinforced the brand.

Early in the game until its conclusion (with players earning experience preview of Halo 2), players and observers visited the I Love Bees Web site for updates on narrative and new clues Independent on the game websites and forums are up, generating game theories, conspiracies, intrigue and of course marketing buzz.

Not for everyone

ARGs work best for brands with target markets, which enjoy aspects of interactive content, games with online components. Commenting on why "I Love Bees" was so successful for Microsoft, James Hilton, creative director for AKQA, the agency which developed the ARG, said: "It worked well for Xbox because its audience is willing to study further, hack sites and solve problems. "There must be a good fit between the brand, the meaning of the brand wants to communicate, the target market and the history and intrigue that anchor the ARG.

After determining fit, roll up your sleeves. ARGs demand substantial work - from initial design to the planning and execution. In addition, because the scenario can change depending on the response of the players, ARGs require agility, quick writing and responsiveness of the architects involved (known as puppet masters) through the conclusion of the meeting.

In addition, if the answer player takes ARGs in unintended directions, marketers charged with meaning tightly controlling the mark may find themselves taking unwanted risks.

Finally, compared to some marketing options, an ARG scope may be small. For example, measures o.