Tweet, Meet and Gasp! Online/Offline Marketing Plays That Your Breath Away ARGs are making bleeding edge marketing news around the world. Leveraging social media platforms, banner ads, and video, with traditional media such as billboards, print, radio, and TV, and engagement marketing, including events, and tweet-ups, ARG integrated Marketing is one of the most effective marketing tools in our war chest. Learn step-by-step how to create your own. * Gillian Muessig, President, SEOmoz, Inc.

1. ARGs Social Media Jumps the Fence Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz

2. Some Basics

3. The Object of all Marketing

4. Acquire (and Keep) Customers

5. Lower Acquisition Costs Through Segmentation

6. Engage Them With Our Brand

7. How to Amuse Them Today

11. Why Do People Play ARGs? “ I’m just entering their alternate reality game and what I’m finding is a satisfying , challenging , maddening and fun experience .” JP Sherman - re: The Deep Sleep Initiative

12. 2009 ARG for The International

13. 2007 Dark Knight Movie ARG

14. The hahahatimes.com

15. FriendsofHarveyDent.org

16. Warner Bros’ Official Dark Knight Site

17. Rorysdeathkiss.com – You As the Joker

18. DentMobiles Tour the US

19. Harvey Dent Rally Fans

20. It’s a Town Parade!

21. Gotham Wants to Vote for Harvey

22. Bat Infiltration – LA Times Raising their Internet game, 'Dark Knight' promoters use genre-bending, viral ways to pull in viewers. March 24, 2008|Chris Lee, Times Staff Writer The billboards arrived without fanfare or explanation in more than a dozen major cities last May. Bearing two simple catch phrases, "Harvey Dent for district attorney" and "I believe in Harvey Dent," they featured a photo of a stately Dent (imagine Eliot Spitzer with a shock of blond hair) against an American flag.

23. Bat Infiltration – LA Times But within 72 hours, each billboard had been defaced by identical graffiti: The candidate's eyes were scrawled over with black rings, his lips crudely rouged with a smeary, clown-like grin. As well, each of the placards' messages had been altered to read: "I believe in Harvey Dent TOO."

27. Game Mechanics

28. Points & Levels

29. Higher Levels = Better Gear

30. It’s about increased social status

31. School Is a Game

37. What to MMS Source: MarketCharts.com, 2010

38. Social Media Source: FredCavazza.net

39. Social Media Landscape Expanding Source: FredCavazza.net

40. Top 10 Social Networking Sites Hitwise, February 2010

41. In 2007, Social Media officially became more popular than pornography

42. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street

43. In 2009, InGame Marketing Helped Put a President in Office

44. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010

45. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites

46. Local Search on the Road - UBL Source: AimClear.com 2008

47. The Skeksis Come Together

48. Social – Mobile – Local Power Triumvirate

49. What Runs the Triumvirate? Deep databases

51. So What Do We Do About It?

64. [email_address] Twitter: @SEOmom whitehat10 25% discount on SEOmoz PRO