An alternate reality game is an interactive narrative that uses the real world as a platform, often involving multiple media and game elements, to tell a story that may be affected by participants’ ideas or actions. Something Mssive implemented the main story points for the ARG for the movie 2012, which is directed by Rolland Emmerich.

We developed an experience where consumers follow a thread of complicated videos, email, and websites, which leads them to experience the world of one of the characters in the movie, a reveal that only become apparent to them in the days before the release. The payoff for those participating in he ARG was the realization that their hero is a character in the film, adding a layer of interest and engagement for those fans that participated.

Online buzz is a significant contributor to box office success. 2012 owned opening weekend numbers and was crowned the 15th highest grossing movie of 2009. Not coincidentally, 2009 was Sony Pictures best year on record.