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The Art of the Heist
The Art of the Heist (aka Stolen A3 or Art of the H3ist) was an advertising campaign and an alternate reality game created to promote the Audi A3.
==The promotion==
In order to promote the new A3 model in 2005, Audi, instead of featuring the car at a show as scheduled, in the car's place they put an announcement that it had been stolen and a request that the public report clues to their website. The car had not been stolen, but they wanted the public to participate in an elaborate nationwide game where clues were planted in public places to hint at where the "thieves" had taken the car. On their website, they posted evidence and the public was encouraged to view the website as actors followed the car over a period of time. The entire program was praised as an innovative advertising campaign.
As a game, it falls under the classification of Alternate Reality Game, or ARG. The game involved, loosely, three layers of interaction: character development and back story, file and password cracking, and live events (or, generally, the Retrievals). Players who were involved in the live events received special pins and complimentary cell phones (which, as a side note, were difficult for some winners to activate).
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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