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First commercial alternate reality game (ARG)

First commercial alternate reality game (ARG)
Who
The Beast (Microsoft, 2001)
Where
Not Applicable
When
2001
The Beast (Microsoft) was an ARG that ran for 12 weeks in 2001 to help promote the film A.I.: Artificial Intelligence (2001). The first clue most players came across was a mysterious credit on the film’s poster for a “Jeanine Salla”, a “Sentient Machine Therapist”. Googling her name led the curious to a series of websites set in the film’s world that told the story of a murder mystery.