ABSTRACT

This chapter refers to three promotional ARGS: The Beast, Why So Serious, and Super8. The return on investment (ROI) on a promotional ARG is difficult to discern, which is offputting in the current economic climate. There is also something of a limit to their reach. The increased integration of established social networks such as Facebook and Twitter allows engagement data to be more measurable and quantifiable using existing industry metrics. Paul Grainge argues for a dual movement towards speed and storage, immediacy and archiving, exemplified in YouTube. While some scholars such as Steven Schneider and Kirsten Foot have identified this as a tension inherent in the web itself, Mary Ann Doane traces this back to the emergence of film and photography, which offered new ways to capture and store the present moment. Elizabeth Evans locates a similar tension in web dramas, describing them as involving modes of engagement that are both anti-ephemeral and hyper ephemeral.