At our UK event in 2007, the gaming expert Dan Hon described how to serve brand experiences with an injection of adrenalin and fun.

* Alternative Reality Games (ARGs) are a platform to tell engaging stories. “It’s all about creating experiences that give very good effective suspension of disbelief”… kicking off in similar feeling to Michael Douglas in The Game, or Keanu in The Matrix (get a thing in strange package & suddenly it starts…)

* There are no controls you have to learn – it’s role-playing yourself doing things you already do; and it gets you out into the world

* Most games also run live events – eg: 30k participants in recent game run co-branded with BBC at the music festival in Preston

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