They were all key components in a successful Alternative Reality Game (ARG) called ‘Who is Benjamin Stove.’ The ARG was a slow burn, grass roots communication strategy to announce GM’s efforts to use the new, clean-burning fuel ethanol.
The original concept was created while looking into non-conventional forms of advertising to support GM's "Live Green Go Yellow" campaign. The goal was to create a conspiracy theory-based campaign involving ethanol, crop circles and General Motors.
Page Views 1.8 million
Avg. time spent 16m 14sec
Msg Board Posts 9,000+
Msg Board Members 1,000+
Overall, the site received over 20 million hits. (Compare that to any Super Bowl ad!)
Read more about the ARG here.