1. (ARGs). ARGs viral marketing. : (.. 666) : 2011

2. : , . , , . ... . 9/3/2011 2

3. (Viral marketing) . , , . word of mouth, . , . , marketer. , , . , (Alternate Reality Games ARGs). , , , . ARGs, , , . , , , . ARG . 3

4. .................................................................................................................. 3 .............................................................................................. 10 ............................................................................................................. 13 1 - ........................................................................................... 14 2 - ............................................................... 16 2.1. ................................................................. 16 2.2. .................. 17 2.2.1. ........................ 17 2.2.2. .................... 18 2.2.3. ....................... 18 2.2.4. This is not a game-TINAG ................................................... 19 2.2.5. ................................ 21 2.2.6. ....................................................................... 21 2.3. Alternate reality games, Alternative reality games Alternate reality gaming 22 2.4. ........................... 23 2.5. ............................ 26 2.5.1 The Beast ................................................. 26 2.5.2. The Beast ............................................... 28 2.6. ..................... 29 2.6.1 Promotional ....................... 30 2.6.2. Grassroots .............................. 31 2.6.3. Productized ............................ 31 2.6.4. Single-player ......................... 32 2.6.5 Training Educational ........... 33 2.7. .................. 33 2.8. ARG, AugRG, HRG RPG ....................................................................... 35 4

5. 2.8.1. AugRG ................................................................................................... 35 2.8.2. HRG ....................................................................................................... 36 2.8.3. RPG....................................................................................................... 36 2.9. ............. 37 2.9.1. ........................................................................................ 38 2.9.2. ........................................................................................ 39 2.10. ....................... 40 2.11. ................................................................................................. 42 3 - Ilovebees ...................................... 43 3.1. ...................................................................................................... 43 3.2. ...................................................................................................... 43 3.3. ........................................................................................................... 43 3.4. .................................................................................... 43 3.5. To Ilovebees............................... 45 3.5.1. ................................................................................................ 45 3.5.2. ..................................................................... 45 3.5.2.1. .............................................................. 45 3.5.2.2. Reconstructing a Hive Mind ............................................................. 46 3.5.2.3. Making Meaning .............................................................................. 48 3.5.2.4. Evolving a Collective Intelligence .................................................... 49 3.5.2.5. ................................................................... 51 3.6. ..................................................................... 51 3.7. Ilovebees ....................................................... 52 4 - ........................................................................ 53 4.1. .................................................................... 53 5

6. 4.2. ..................................................................................... 53 4.2.1 .......................................................... 54 4.2.2. ....................................................... 54 5. ....................... 55 5.1 ....................................................................................................... 55 5.2. .................................................................................... 55 5.3 .......................................................................... 55 5.4 ............................................................................................. 56 5.4.1. ARG ....... 58 5.5. ................................................................................... 59 5.6. .................................................................................... 60 5.6.1. Facebook .................................................................................. 60 5.6.1.1. ........................................................................................... 61 5.6.1.2. Links .............................. 62 5.6.1.3. Link ........................ 62 5.6.1.4 Facebook ......................................................... 63 5.6.1.4.1. .................................................................................. 63 5.6.1.4.2. quiz ...................................................................................... 63 5.6.1.4.3. .................................................................................... 63 5.6.2. YouTube ................................................................................... 64 5.6.2.1. ........................................................................................... 64 5.6.2.2. Link ................................ 65 5.6.2.3. Link ........................ 65 5.6.2.4. YouTube ........................................................ 66 5.6.3. MySpace ................................................................................... 66 5.6.3.1. ........................................................................................... 67 5.6.3.2. Link ................................ 67 6

7. 5.6.3.3. Link ........................ 68 5.6.3.4. MySpace ........................................................ 68 5.6.4. Flash ........................................................................ 69 5.6.4.1. ........................................................................................... 69 5.6.4.2. Link ................................ 69 5.6.4.3. Link ........................ 70 5.6.4.4. Flash .............................................. 71 5.6.5. Morse........................................................................................ 71 5.6.5.1. ...................................................... 72 5.6.5.2. Link ................................ 72 5.6.5.3. Link ........................ 73 5.6.5.4. Morse ............................................................. 73 5.6.6. Twitter ...................................................................................... 73 5.6.6.1. ........................................................................................... 74 5.6.6.2. Link ................................ 74 5.6.6.3. Link ........................ 74 5.6.6.4. Twitter............................................................. 755.6.7. Blog ............................................................................................. 75 5.6.7.1. ........................................................................................... 75 5.6.7.2. Link ................................ 76 5.6.7.3. Link ........................ 77 5.6.7.4. Blog ............................................................... 78 5.6.8. Email ........................................................................................ 78 5.6.8.1. ........................................................................................... 78 5.6.8.2. Link ................................ 78 5.6.8.3. Link ........................ 79 5.6.8.4. Email .............................................................. 79 7

8. 5.6.9. Site ........................................................................................... 79 5.6.9.1. ........................................................................................... 80 5.6.9.2. Link ................................ 81 5.6.9.3. Link ........................ 82 5.6.9.4. Site ................................................................. 82 5.6.10. Corkboard ............................................................................... 82 5.6.10.1 Corkboard...................................................... 84 5.7. . 85 6 - Arg ........................................................... 87 6.1. ...................................................................................................... 87 6.2. Facebook ......................................................................................... 87 6.2.1. Erietta Saperi ............................................................................. 87 6.2.2. Quiz ............................................. 87 6.3. YouTube ......................................................................................... 89 6.4. Blog ................................................................................................ 92 6.5. Twitter............................................................................................. 93 6.6. email ............................................................................................... 93 6.7. MySpace ......................................................................................... 93 6.8. Morse .............................................................................................. 93 6.9. Site .................................................................................................. 94 6.10. Flash game .................................................................................... 95 6.11. Corkboard ..................................................................................... 96 7 - ................................................................................... 99 7.1. ................................................................................... 99 7.2. .100 7.3. ...........................................................102 7.4. ..........................103 8

9. 9 - ....................................................................................106 9.1. ..........................................................................................................106 9.1.1 ...........................................................................................106 9.1.2 ................................................................................................106 9.2. ..........................................................................................................106 9.3. ...............................................107 ............................................................................................................112 9

10. 2.1. ........................................ 17 2.2. ................................................................................................................................ 22 2.3. rabbit hole The beast JeanineSalla ........................................................................................................................ 26 2.4. Dreadnot........................................................... 27 2.5. The Blair witch project.......................... 27 2.6. The lost ring ......................................... 29 2.7. ............ 30 2.8. Augmented reality game ................................................................ 36 2.9. Hybrid reality game ....................................................................... 36 2.10. pen and paper role-playing game ................................................. 37 3.1. Halo2 ................................................................................. 43 3.2. Ilovebees ..................................................... 45 3.3. rabbit hole trailer .............. 46 3.4. http://www.ilovebees.com ........................................................................................................................... 47 3.5. ........................................ 48 3.6. ............................. 49 3.7. ....................................... 50 3.8. Dana o bloghttp://ilovebees.blogspot.com/ ................................................................................. 52 5.1 ................................... 56 5.2. ............................................................ 61 5.3. .................................................................... 61 5.4. Facebook .......................................................... 62 5.5. To post YouTube .................. 62 5.6. quiz Facebook ..................................................... 62 5.6. YouTube .......................................................... 65 5.7. Facebook, Twitter email ........... 65 5.8. ...................................... 66 5.9. MySpace .......................................................... 67 5.10 YouTube, Site Morse ............ 68 10

11. 5.11. .................................... 68 5.12 MySpace, Twitter Morse ...... 70 5.13. .................................... 70 5.14. Morse ......................... 72 5.15. Facebook................................... 72 5.16. MySpace ................................... 72 5.17. Email ........................................ 73 5.18. .................................... 73 5.19. Blog, Email Morse. .............. 74 5.20. .................................... 75 5.21. Blog................................................................ 76 5.22. Blog .......................... 76 5.23. Twitter Flash................................................................................................................ 76 5.24. YouTube ................................... 77 5.25. .................................... 77 5.26. Email .............................................................. 78 5.27. Site, Blog MySpace ............. 79 5.28. .................................... 79 5.29. ................................................... 80 5.30. Site ................................................................. 81 5.31. Site....................... 81 5.32. Blog, Email Facebook ......... 82 5.33. .................................... 82 5.34. .................................................. 83 5.35. ............................. 84 6.1. quiz Facebook...... 87 6.2. quiz Facebook...... 88 6.3. ............................................................ 89 6.4. .............................................. 90 6.5. blog.............................................. 92 6.6. Morse ............................................................ 93 6.7. Morse.............................................. 94 6.8. Site ................................................................ 94 11

12. 6.9. Site ........................................... 95 6.10. Flash game ................................................... 95 6.11. Flash game .............................. 96 6.12. Corkboard .................................................... 97 6.13. Corkboard ............................... 98 8.1. Educational .....................104 12

13. , . , . . , . , . . , . 13

14. 1 - , , . (Scott, 2007:7) , , , , . , , . . . - . (Tuten, 2008:127) , . , . (Scott, 2007:7) , . (Scott,2007) , word of mouth.(Viral Marketing, ..) word ofmouth , . (, 2003:402-3) . ,email . , . 14

15. . . , . . ARG, AugRG, HRG RPG . . Ilovebees. , . . , . . . . 15

16. 2 - 2.1. . (Scott,2007:100). , , . (,2003:402) , , , . (Scott, 2007:100) ( Wilson, 2003:404) -marketing , . , . . viral. , . (Scott, 2007:92) Kruse (2009) , , podcast, (Alternate Reality Games) . 16

17. 2.2. 2.2.1. Szulborski (2005:2) online , email, instant messaging , . : , , online . , , , . (Gosney, 2005:2) 2.1. (NT2, ..) 17

18. 2.2.2. , . online . , . , . , . (Kim, Allen Lee, 2008:36-42) , . , , . , , , . , , , . (Tuten, 2008: 129)2.2.3. (McGonigal, 2004) : : , , , , mp3, DVD, , , 18

19. instant messages, GPS. : , , . : . , . : . . . : , , . . , hacking. : , , . .2.2.4. This is not a game-TINAG , , , puppet masters. , 19

20. , . . , . , This is not a game The Beast . (Tuten, 2008: 129) , . This is not a game , . , .(Thompson, 2005) This is not a game , . : . . . . : . , . . : . .(..) 20

21. 2.2.5. . . , ., , rabbit holes. . banner , . , . . (Tuten,2008)2.2.6. , 42 Entertainment (.), . . , . , online . . (42 Entertainment, .) , . . (.) . 21

22. , . . (.) 2.2. (42 Entertainment, .)2.3. Alternate reality games, Alternative reality games Alternate realitygaming . . : Alternate reality games, Alternative reality games Alternatereality gaming. McGonigal (2005) Alternate reality gaming Alternative reality games, .. (McGonigal, 2005) 22

23. alternate alternative. alternative : , , . alternate , , , . (.) reality : , , , , , , , , , , , , . (.) gaming game. gaming , . game .(.), . alternate reality, , reality gaming, .2.4. , . Wikipedia(.): : o The Tremendous Adventures of Major Brown G. K. Chesterton 1905. , 23

24. The Club of Queer Trades, . (Argology, .) o The Magus John Fowles 1965. . (Fowlesbooks, .) o Choose Your Own Adventure Edward Packard 1979 1998. . (wikipedia, ..) o Pattern Recognition William Gibson 2003. , , . (Wikipedia, ..) : o Quantum Link Serial AOL 1988 1989. chat rooms, emails . . chat rooms, email, . (Answers, .) o Webrunner games Wizards of the Coasts. , , 24

25. Futukora. . (Wikipedia, ,.) o Live action role-playing games. role- playing games, . , .(Wisegeek, .) Enigma group UCLA, Assassins Guild MIT, Dead Earth Productions White Wolfs "Vampire: The Masquerade". (Wikipedia, .) : o . . . . , . , , . . , . (University of South Queensland, .) 25

26. 2.5. , Gosney (2007), The east. Steven Spielberg Artificial Intelligence 2001 . , The Beast . 2.3. rabbit hole The beast Jeanine Salla (Bawitback, 2006)2.5.1 The Beast The Beast . Orson Welles 30 1938 The war of the Worlds Herbert GeorgeWells. 60 CBS. . . , , 1.700.00 1.200.000 . (Wikipedia, ..) 26

27. 1996 1997, . 1996 Dreadnot , 2.4. Dreadnot (Dreadnot, ,, ), , , emails. 1997, "Starlight Titanic" "Starlight Titanic" Starlight lines. emails . (..) The Beast 1999 The Blair witchproject. , Burkttsville Maryland, , . , , . 2.5. The Blair witch project (Imp awards, 1999) . (Gosney, 2007: 12-16) 27

28. 2.5.2. The Beast 2002 2003, The Beast , Grassroots. "Alternate Reality Gaming" SeanStacey, "LockJaw"., , , http://www.argn.com http://www.unfiction.com. (Wikipedia, .) 2004 2006 "ilovebees", Halo 2 Xbox, The Art of the Heist A3 Audi Last Call Poker Gun. . 2005 2006 , Productized. Productized, "The Lost Experience", "Lost" "Perplex City", , .(.) 2007 , , : "The Lost Ring" 2008 . Coca Cola. . 3.000.000 150 . 28

29. "Xi" 2009 2009 , , . , PlayStation Home, "Xi". 5.000.000 . "Lewis Hamilton: Secret Life" 2010 2010. Lewis Hamilton. , . 637.000 154 .(Wikipedia, . ) 2.6. The lost ring (Krotoski, 2008)2.6. . , . (Igda, ..) : Promotional Grassroots Productized Commercial Singe-Player 29

30. Training Educational (..) 2.7. (Argosi, ..)2.6.1 Promotional . Promotional , . . . ARGs , 10.000 . , , , , Grassroots . (Igda, ..) , ARG , . 30

31. Grassroots, . Productized , , .(.)2.6.2. Grassroots "TheBeast". , , . (Wikipedia, .) Grassroots , . , . , Promotional . . , , , Promotional . , Grassroots , , , . (Igda, ..)2.6.3. Productized productized , 31

32. , . Massive MultiplayerOnline Games 1. Productize , . . (MichaelMagee, 2009)2.6.4. Single-player Single-player . , . ARGs , , . Single-Player , , . , . , , , , single-player . ARG , , . (Igda, ,.)1 Massively multiplayer online game: ., .(http://en.wikipedia.org/wiki/MMOG) 32

33. 2.6.5 Training Educational . , , . Educational, Single-player , , . (gda, .) . . , . (Argology, ,.). , , .(gda,..)2.7. , . : Puppet master PM: / ARG. puppet master . . (Igda, ..) The Curtain ( ): puppet masters . , puppet masters puppet master , . (Brackin, 2008) 33

34. Rabbit hole: Trailhead. Rabbit hole , ARGs. , . (Tuten, 2008) Trailhead: . trailheads , . (..) T.I.N.A.G. (This Is Not A Game): . (.) Troll: . (Unfiction, ..) Red herring: , , , . (Unfiction, ..) Lurker: , , 42 Entertainment (..). . , lurkers 5 1 20 1, . (Tuten, 2008) Rubbernecker: , , 42 Entertainment (..). . (Tuten, 2008) Shill: , , 34

35. . . (Unfiction, ..) Brute force: , . (Unfiction, ..) Trout: . (Unfiction, ..) Steganography: , . (Tuten, 2008)2.8. ARG, AugRG, HRG RPG Augmented Reality Games, Hybrid Reality Games RolePlaying Games. .2.8.1. AugRG (Augmented Reality Games) . , , , . mediated reality () . , . (Wikipedia, ..) 35

36. 2.8. Augmented reality game (Badalab, 2010)2.8.2. HRG Hybrid Reality Games GPS, . , , Hybrid reality games . , , 2.9. Hybrid reality game (ReagardingJohn, ..) . , .(Silva Delacruz, 2006)2.8.3. RPG role-playing games , . 36

37. , , . . (Wikipedia, ..) RPG. RPG, pen and paper, live action role play . RPG MUDs MMORPG (.) 2.10. pen and paper role-playing game (Donahoo, 2009)2.9. . , . , , . (Tuten, 2008:132) 37

38. 2.9.1. . Tuten(2008:132) : . ARG . . . , . . , , "lurkers" "rubberneckers". . . , , . , . ARGs . . ARGs , . 38

39. , ARGs . ARGs , , . . , .(Tuten, 2008:132)2.9.2. . : , , , . , , , , . . . ARGs , . ARGs . , ARGs . Facebook, , ARGs . 39

40. (Tuten, 2008:135-136)2.10. . . McGonigal (2008) , : 1. Puppet Masters. . 2. . . , . . 3. , . puppet masters , . 4. media plan . . : o Blogs o Sms o o o Facebook o Twitter o MySpace o Instant messenger (MSN, Skype ...) o Email o Websites o Flickr o YouTube o ITunes 40

41. 5. . . : o Wikis o Google docs groups o Forums o o 6. . , puppet master .7. Puppet masters, . , . : o . o . o . o media. o . o / .8. . , , , , .9. . , , , blogs . 41

42. 10. . . .2.11. : , , lurkers rubberneckers, , , , forums ., , , , . (Tuten, 2008:135-136), , , . , , . (.) 42

43. 3 - Ilovebees3.1. Ilovebees . Ilovebees Halo 2 Microsoft Games Studios, Bungie Studios Xbox. 42 Entertainment 2004. (Wikipedia, ..) .3.2. Halo 2 first-person shooter. o 2004 Halo: Combat Evolved. Halo 2 video games Xbox, 8.460.000 2008.(Halopedia, .) Halo 2 3.1. Halo2 (The University United Nations Space Command of North Carolina, ..) Covenant Flood, Covenant 2552. . (.)3.3. Ilovebees Halo 2 . (42 entertainment, 2004).3.4. Ilovebees, Elan Lee, Sean Stewart , Jim Stewartson,Jane McGonigal Susan Bonds, ,The Beast. , , 43

44. , . "Ilovebees" 30, (MMOG). (Kim ., 2008:36-42) Kim ..(2008:36-42) : : Sean Stewart . , "ilovebees" Halo 2, Bungie Xbox Division Microsoft, Halo 2. : , Jane McGonigal, . Jane McGonigal , , http://bees.netninja.com "haunted apiary" http://unfiction.com, . , , , . , , . : , . , , , , Halo. . 44

45. 3.5. To Ilovebees3.5.1. Ilovebees ,blogs, email, jpeg, mp3, Halo 2 Halo.3.5.2. . , Reconstructing a Hive Mind, Makingmeaning, Evolving a Collective Intelligence . (McGonigal, 2007)3.5.2.1. 13 2004 ARG argn.com. . I lovebees. http://www.ilovebees.com., trailer 3.2. Ilovebees Halo 2. (Kim ., 2008:36-42) Xbox.com , ilovebees.com. rabbit holes . (Kim ., 2008:36-42) 45

46. 3.3. rabbit hole trailer (Laagmatt, ..)3.5.2.2. Reconstructing a Hive Mind . reconstructing ahive mind, .(McGonigal, 2007) http://www.ilovebees.com Margaret Efendi. , . , 210 . , http://ilovebees.blogspot.com/, Dona Awbrey, Margaret Efendi, . (Wikipedia, ..) 46

47. 3.4. http://www.ilovebees.com Dona Awbrey . , http://www.ilovebees.com. , , . (McGonigal, 2007) , 24 . , . , Melissa The operator, , . (.) 47

48. 3.5.2.3. Making Meaning . 24, , . (Halopedia, ..). , 3.5. (Miller, 2004). . (Bees, 2004) , , . 24 . . , . . (McGonigal, 2007) , Dana, 24 , Operator . (ILB, 2004) 48

49. 3.6. (McGonigal, 2007)3.5.2.4. Evolving a Collective Intelligence , 24 , Operator. , , . Operator . , . (Wikipedia, ..) 49

50. . . , 210 . , . . (McGonigal, 2007) 3.7. (Peters, 2004) , . , . Melissa, . 50

51. . . . , . 15 . 15 (..)3.5.2.5. 4 2004, , Halo 2. , . operator . DVD , . (Halopedia, ..)3.6. Ilovebees 9.000 600.000 online , , 16-25. (McGonigal, 2005, Kim ., 2008:36-42) , ilovebees.com, 3.000.000 12 , 50 30. 1.000.000 33.000 chat . 1.000 6 . , 40.000 , 50 8 . (Kim ., 2008:36-42) 51

52. 3.8. Dana o blog http://ilovebees.blogspot.com/ (McGonigal,2007)3.7. Ilovebees Ilovebees . Halo 2, 125 . . . . Ilovebees New York Times CNN. , Game Developers ChoiceAwards 2005 Webby Award Game-Related International Academy of Digital Arts and Sciences. (42 Entertainment, ..) 52

53. 4 - 4.1. . . , forum . . , . . . Single-player Grassroots, 9 2010 1 2010. , , , , , .. . Photoshop, Dreamweaver, Flash Premiere Adobe Camtasia studio. http://www.nic.cz.cc/,http://www.xtreemhost.com/, http://www.facebook.com, http://twitter.com/ http://www.myspace.com/. . 5.4.2. . 53

54. 4.2.1 . , . . . , , , html action script , . . . . , , , .4.2.2. . . . . 54

55. 5. 5.1 , . .5.2. : . . . . : o o o o o (EB-i) . .5.3 : , 17-19 . : 40-55. 25-35. 55

56. 18-25.5.4 , . . , , , . rabbit hole . , , , . 5.1 , . : 56

57. Facebook YouTube MySpace Blog Email Flash Morse Site Twitter : Corkboard. . : Facebook : o YouTube o Site o Flash YouTube : o Facebook o Site o Twitter MySpace : o YouTube o Site o Morse Blog : o YouTube o Twitter o Flash Email : o MySpace 57

58. o Site o Blog Flash : o MySpace o Twitter o Morse Morse : o Twitter o MySpace o Facebook Site : o Blog o Email o Facebook Twitter : o Blog o Email o Morse5.4.1. ARG , . . ., Single-player. , . 58

59. . .5.5. . . , , , . , , 10 . , . , . , . . : Facebook: YouTube: MySpace: Blog: Email: Flash : Morse: Site: Twitter: 59

60. . , . , . . , .5.6. 5.6.1. Facebook Facebook Google Docs. Erietta Saperi Facebook. : o http://www.facebook.com: quiz o http://www.wordsmith.org/anagram/index.html: Erietta Saperi o http://www.lipsum.com/: o http://www.iconfinder.com/ : o http://www.openclipart.org/: o http://imageshack.us/: o http://docs.google.com: 60

61. 5.6.1.1. link wall Erietta Saperi wall Quiz Google Docs. 5.2. . zip . 5.3. zip . zip . , , . . . , . zip . 61

62. 5.4. Facebook5.6.1.2. Links links YouTube, Flash Site wall , post. 5.5. To post YouTube5.6.1.3. Link link quiz. quiz ; , . quiz . . . 5.6. quiz Facebook 62

63. 5.6.1.4 Facebook Facebook , .5.6.1.4.1. Facebook Erietta Saperi. TEI Ierapertas. http://www.wordsmith.org/anagram/index.html. 24 2010 http://www.facebook.com. : : Erietta Saperi : 18/5/1992 : : http://www.iconfinder.com/ . Facebook Panellinies Exetasis 2010!, meta tis panellinies ki egw thaliwsw ston upno kai meta diakopes!!!!!!!!!! TAN TELEIWSW TISPANELLINIES DEN 8A MPAINW SPITI OUTE GIA NA KOIMAMAI......5.6.1.4.2. quiz quiz. Quiz Planet Facebook quiz , . quiz .5.6.1.4.3. . http://www.lipsum.com/ Google Docs. , 63

64. zip Winrar.5.6.2. YouTube YouTube. eritsap, Facebook. YouTube : o http://www.youtube.com/: , o http://imageshack.us/: o Camtasia Studio 6: o Adobe Photoshop CS4: , o Adobe Premiere CS4: 5.6.2.1. 1:01 1:17 , . 64

65. 5.6. YouTube5.6.2.2. Link links Facebook, Twitter email . 5.7. Facebook, Twitter email5.6.2.3. Link link . 4:10 4:24 link . 65

66. 5.8. 5.6.2.4. YouTube http://imageshack.us/. . . Adobe Photoshop CS4 Camtasia Studio 6 . Adobe Premiere CS4 , link . , YouTube. link link .5.6.3. MySpace MySpace MySpace. . MySpace : o http://www.myspace.com: o http://www.fodey.com/generators/newspaper/snippet.asp: 66

67. o http://www.makesweet.com/: o http://www.openclipart.org/: o Picasa 3: 5.6.3.1. twitter, . links YouTube, Site Morse post . , . url . , . 5.9. MySpace5.6.3.2. Link link MySpace, Facebook, Twitter email, post . 67

68. 5.10 YouTube, Site Morse5.6.3.3. Link link About me. 5.11. 5.6.3.4. MySpace , http://www.openclipart.org/ . , Picasa 3 . http://www.makesweet.com/ http://www.fodey.com/ link . , MySpace post link . 68

69. 5.6.4. Flash Flash http://thegame.cz.cc. . Flash : o http://xtreemhost.com/: site o http://www.nic.cz.cc/: url site o http://www.emanueleferonato.com/2007/05/15/create-a-flash-racing- game-tutorial/: flash o http://therace.cz.cc: flash o Adobe Dreamweaver CS4: html o Adobe Flash CS4 Professional: flash o Adobe Photoshop CS4: site o Core FTP Lite: hosting server5.6.4.1. .5.6.4.2. Link links MySpace, Twitter Morse flash . 69

70. 5.12 MySpace, Twitter Morse5.6.4.3. Link link mouse over . 5.13. 70

71. 5.6.4.4. Flash flash . http://www.emanueleferonato.com/2007/05/15/create-a-flash-racing-game-tutorial/ . Adobe Flash CS4Professional . Adobe Photoshop CS4. Adobe Dreamweaver CS4, site. http://therace.cz.cc http://www.nic.cz.cc/, http://xtreemhost.com/ site. Core FTP Lite server.5.6.5. Morse Morse . http://thesound.xtreemhost.com/ http://thesound.cz.cc. , , Morse. . . Morse : o http://xtreemhost.com/: http://thesound.cz.cc o http://www.nic.cz.cc/: o http://www.planetofnoise.com/midi/morse2mid.php: o Adobe Dreamweaver CS4: html 71

72. o Adobe Flash CS4 Professional: . o Core FTP Lite: hosting server 5.6.5.1. b/Flash/Photoshop/html/Sound. 5.14. Morse5.6.5.2. Link link Facebook, a/B2b/Internet/SEO/Right. 5.15. Facebook Link MySpace a/B2b/Internet/Logistics 5.16. MySpace b/Met/Mix/ad email. 72

73. 5.17. Email5.6.5.3. Link b/Met/Mix/4p 5.18. 5.6.5.4. Morse Morse . http://www.planetofnoise.com/midi/morse2mid.php. Adobe Flash CS4 Professional flash . flash Adobe Dreamweaver CS4, . http://www.nic.cz.cc/ http://thesound.cz.cc http://xtreemhost.com/ . Microsoft Office Word 2007 pdf link link . , Core FTP Lite .5.6.6. Twitter Twitter Twitter.com, panoramio.com. StavroulaPapa, Twitter 73

74. ant.theo, panoramio.com . Twitter : o http://twitter.com: o http://www.panoramio.com/: o http://bit.ly/ : links5.6.6.1. post Twitter, link . psake sto panoramio ton user 4583464. ant.theo Panoramio.5.6.6.2. Link links Blog, Email Morse, post Twitter. 5.19. Blog, Email Morse.5.6.6.3. Link To link post Twitter. 74

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106. 9 - 9.1. 9.1.1 Gosney, J. (2005), Beyond Reality A guide to alternate reality gaming. Canada: Thomson Course Technology PTR.Gosney, J. (2005), Beyond Reality A guide to alternate reality gaming. Canada: Thomson Course Technology PTR: .2.Gosney, J. (2005), Beyond Reality A guide to alternate reality gaming. Canada: Thomson Course Technology PTR: ..12-16.Tuten, T. (2008) Social media marketing in a web 2.0 world. United States of America: Praeger PublishersTuten, T. (2008) Social media marketing in a web 2.0 world. United States of America: Praeger Publishers: . 127Tuten, T. (2008) Social media marketing in a web 2.0 world. United States of America: Praeger Publishers: . 129Tuten, T. (2008) Social media marketing in a web 2.0 world. United States of America: Praeger Publishers: . 132Tuten, T. (2008) Social media marketing in a web 2.0 world. United States of America: Praeger Publishers: .. 135-136Szulborski, D. (2005), Through the Rabbit Hole. Boston: New Fiction Publishing.9.1.2 . (2003), e-Marketing . 2 : Rosili .. 402 403.9.2. Kim, J. Allen, J. Lee, ., 2008. Alternate reality gaming. Communications of the ACM, 51(2), .. 36-42 106

107. Silva, A. Delacruz, G. (2006) Hybrid Reality Games Reframed Potential Uses in Educational Contexts. Games and Culture,1(3), .. 231-251 [ 12/1/2011, SAGE Journals Online]9.3. 42 Entertainment (.) How we see things. : http://www.42entertainment.com/see.html [ 24/12/2010]42 Entertainment (..) I love bees. : http://www.42entertainment.com/bees.html [ 22/12/2010]Answers (.) Who invented AOL. : http://wiki.answers.com/Q/Who_invented_AOL [ 12/1/2011]Argology (..) History of ARGs. : http://www.argology.org/history-of-args/ [ 22/01/2011]Argology (..) ARGs in Education & Training. : http://www.argology.org/args-in-education-training/ [ 22/1/2011]Argosi (..) Alternate Reality Games for Orientation, Socialisation and Induction. : http://argosi.playthinklearn.net/ [12/2/2011]Badalab (2010) ARDefender Bada Augmented Reality Game. : http://www.badalab.com/reviews/ardefender-bada-augmented-reality-game/ [12/2/2011]Bawitback (2006) A.I. Trailer (Extended Version). : http://www.youtube.com/watch?v=sqS83f-NUww&feature=related [ 12/2/2011]Bees (2004) The Guide. : http://bees.netninja.com/staticwiki/beewiki/TheGuide [ 15/1/2011]Brackin, A. (2008) Tracking the emergent properties of the collaboration on line story dues city for testing the standard model of alternate reality games. : http://forums.unfiction.c