Imagine yourself standing in front of a small, circular pool. The opening is big enough for one or two people to jump in at a time. The water is near black, and there’s no telling how deep it goes. It’s seemingly bottomless and there could be anything down there. An undiscovered cave system. Treasure. Thalassophobia-triggering sea creatures. Mer-people. The thought of diving into this pool may be thrilling, sure, but it’s certainly not for everybody. The appeal is narrow. Entry points are limited.

The pool, and what lies beneath, represent the alternate-reality games (ARGs) of marketing yesteryear. An ARG is…

David Kordosh

A writer and creative strategist based in Los Angeles.

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