reports on the runaway success
of I Love Bees
, an "alternate-reality game" being used to promote the forthcoming release of the videogame Halo 2
. Bungie Studios, a division of Microsoft, seems to have unearthed the holy grail of opt-in marketing with this one. Says one game watcher, "You kind of lose the fact that it's a big marketing campaign because it's so well done and very gratifying in and of itself. Whether you go out and buy Halo 2
, you're going to have a great time." Bullseye!