A closer look
Because standard television commercials are for cowards, Microsoft decided to market their flagship alien shooter by terrifying random civilians. In 2004, the 'I Love Bees' ARG hijacked a seemingly innocent beekeeping website, leading players down a digital rabbit hole that eventually broadcast GPS coordinates for actual, physical payphones across the world. Fans had to literally sprint to these locations and answer the ringing phones to hear fragments of an audio drama, completely blurring the line between a video game promotion and a massive public psychological experiment.
