Years ago, when I was at Twilio (2012), there was an amazing alternative reality game that I got to advise. It was a stage production that "started" as soon as

Years ago, when I was at Twilio (2012), there was an amazing alternative reality game that I got to advise. It was a stage production that "started" as soon as you bought your tickets and gave them your phone number with the in-theatre performance actually being the climax. You'd start to get texts from the cast giving you information and asking for help. It'd culminate in the audience showing up for the finale with the audience members "knowing" some of the characters and have brought objects for the cast to use. The cast would be in the lobby and continue the interaction and they could check if the audience member brought what they were supposed to use during the show. I followed how JJ Abrams put together the worlds around Alias and Lost back in the day so it was an amazing experience. And then the EA Deadspace writers were at SXSW talking about their experience about that time. If you want to learn more on the space, it's also called "transmedia storytelling"