Alternate Reality Game
A component of Halo 3's marketing was an alternate reality game or ARG called "Iris". Alternate reality games, which involve cross-media gameplay and player participation, had been previously used for the promotion of Halo 2 in the form of the influential and award-winning I Love Bees. Soon after the Halo 3 public beta ended, a user named "AdjutantReflex" appeared in the official Halo 3 forums on Bungie.net and began posting. A Circuit City advertisement was leaked onto the web days earlier, revealing the web address of an interactive comic which could be manipulated to reveal the IP addresses of another series of sites. One website was the home of the "Society of the Ancients" a group supposedly interested in evidence of Forerunner artifacts left on Earth. Another featured a Forerunner object which gradually revealed text logs and video clips.
Read more about this topic: Marketing Of Halo 3
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