I picked up the latest offline version of Wired June 2007 Magazine and came across a cool article; "Unlock Hidden TV Show Plots with Alternate Reality Game" about 42 Entertainment and the concept of ARG (Alternate Reality Games).
ARGs are a powerful concept as fans of a TV show will engage with the show by calling telephone numbers and visiting websites that are linked in the plot that are presented on show.
Fans interact with other fans that have also come across games and puzzles that are presented through the websites.
42 Entertainment has a brilliant Framework available online for their creative approach.
It's a brilliant concept, but how can business use the same framework for their web 2.0 marketing?