The Lost Ring - An Epic

Console games like Halo 3, and films like The Dark Knight and Cloverfield, have invested in Alternate Reality Games. When McDonalds invest, then the industry has to start taking ARG's seriously. The Lost Ring is a joint initiative from the IOC and McDonalds in the run up to the Olympics. It's intriguing and well produced and looks like it's going to be fun. If you want to get up to speed, read their wiki here.