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I Love Bees

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File:ILoveBees-Homepage.jpg
The front page of ilovebees.com, the starting point of the titular alternate reality game

I Love Bees (also known as ilovebees or ILB for short) was an alternate reality game (ARG) that served as both a real-world experience and viral marketing campaign for the release of developer Bungie's 2004 video game Halo 2. The game was created by 42 Entertainment, who had previously created an ARG for the film A.I., and commissioned by Microsoft.

I Love Bees was first advertised by a subliminal message in a Halo 2 trailer; players who investigated the titular website discovered that the pages appeared to be hacked by a mysterious intelligence. As players solved puzzles, audio logs were posted to the ilovebees.com site which gradually revealed more of the fictional back-story, involving a marooned artificial intelligence stranded on Earth and its attempts to put itself back together.

I Love Bees was a marketing success; 250,000 people viewed the ilovebees website when it was launched in August of 2004, and more than 500,000 returned to the site every time the pages were updated. More than three million visitors viewed the site over the course of three months, and thousands of people around the world participated in the game. I Love Bees won numerous awards for its innovation and helped spawn numerous other alternate reality games for video games.

Overview

Alternate reality games or ARGs are designed to involve fans of video games or other media in a form of viral marketing which CNET described as encompassing "real-life treasure hunting, interactive storytelling, video games and online [communities]".[1] I Love Bees began when jars of honey were received in the mail by people who had previously participated in alternate reality games. The jars contained letters leading to the I Love Bees website and a countdown.[2] At around the same time, an advertisement for Halo 2 flashed a link to ilovebees.com, ostensibly a hacked site related to beekeeping;[2]

Both events, not connected publicly for several weeks, caused the curious to visit the website ilovebees.com. The site, which appeared to be dedicated to honey sales and beekeeping, was covered in confusing random characters and sentence fragments. Dana, the ostensible webmaster of the ilovebees site, created a weblog stating that something had gone wrong with her website, and the site itself had been hacked.[3] Suspecting that this was a mystery that could be unraveled, Halo and ARG fans spread the link and began to work on figuring out what was going on.

File:Ilb phone call.jpg
Players respond to a phone call

The gameplay of I Love Bees tasked players around the world to work together to solve problems, with little or no direction or guidance.[4] For example, the game presented players with 210 pairs of global positioning system coordinates and time codes, with no indications to what the locations referred to.[4] Players eventually figured out the coordinates referred to pay phones and the times to when the phones would ring; one player in Florida stayed by a phone while Hurricane Frances was minutes away in order to recite answers to prerecorded questions.[5] Other phone calls were made by live persons known as "operators"; these calls allowed players to interact with the characters of the games in spontaneous and occasionally humorous ways.[6] Other players treated the corrupted data on ilovebees.com as encrypted files to decipher, or used image files found on the web server to solve puzzles.[5] After players completed certain tasks, they were rewarded with new installments to an audio drama which revealed the reasons for the ilovebees.com malfunction.[5] The game culminated by inviting players of the game to visit one of four cinemas where they could get a chance to play Halo 2 before its release and collect a commemorative DVD.[7]

Plot

I Love Bees' story begins with a military spaceship crashing to Earth in an unknown location, leaving the craft's controlling artificial intelligence or AI damaged. This AI, known as the "Operator" or "Melissa", is not alone; other AI programs share its system. One program, called "SPDR" (System Peril Distributed Reflex) or "Spider", is a software task meant to repair Melissa, but Melissa, disoriented and self-protecting, does not take kindly to SPDR's interference. In an effort to survive and contact any surviving allies, Melissa transfers herself to a San Francisco-area web server, which happens to host a bee enthusiast website known as I Love Bees. To the distress of Dana Awbrey, the website's maintainer, Melissa's attempts to send signals began to appear largely as codes, hidden in images or other text, interfering with the operation of the I Love Bees site and corrupting much of the content.

At the same time, another AI program appears which has until now remained dormant in Melissa's system. Calling itself "The Sleeping Princess" this AI takes control of the webmaster's email address for ilovebees.com, but because this AI has difficulty using the English language, it instead uses phrases constructed from parts of emails already sent to it.

Dana, attempting to regain control over the corrupted website, accidentally erases data which comprises part of Melissa's memory. Furious, Melissa lashes out at the webmaster, obtaining pictures of her using the webcam on her computer and promising to take revenge. Alarmed, Dana announces she is washing her hands of the situation and is taking a previously planned trip to China earlier than expected.

While the Spider program attempts to fix Melissa, random dumps from Melissa's memory began to spill into the website, largely detailing Melissa's history and expanding on the story element of the ilovebees game. Of particular note was the revealing of yet another AI, a malicious Trojan-horse virus long infecting Melissa later known as the "Pious Flea." The Spider tries to erase the Flea but is outwitted, as Melissa erases the Spider instead of the Flea. The Flea continues to overwrite Melissa's programming with its own mysterious goals.

Meanwhile, Melissa reveals audio files to people she believes to be loyal members of her crew. These audio files are largely unlocked as real-life players met at the prearranged payphones that the times listed, often having to recite specific phrases mentioned on the site in order to complete their mission. Slowly, a story emerged following a band of unlikely heroes. These characters included Janissary James, the 17 year old daughter of a super soldier; another military AI, named "Durga," residing in the computer system of a teenager named Jersey Morelli; a medical student/immigrant to Earth from a colony world called Coral named Kamal Zaman; and a Junior-level Office of Naval Intelligence analyst named Rani.

With the assistance of other characters, the real-life protagonists broke into a secure military installation and managed to deactivate a Forerunner device which was implied (though never conclusively proven) to begin the firing sequence of the Halo installations. However, the price paid for the deactivation was a powerful energy transmission which alerted the Covenant of the location of Earth.

Whole again, Melissa saw how she had been manipulated by the Pious Flea, and returned to her own time, merging with Durga. As a parting gift, she also left another series of audio clips. These audio clips show how the main characters of ILB fared. The tone is somber, as ILB ended with the Covenant invading Earth, corresponding to a major plot point in Halo 2.

ILB 'ends' the same way in which it began. The System Peril Distributed Reflex, thought to be destroyed, is again in control of ilovebees.com, and again there is a countdown on the site, but it is a 500 year countdown coinciding with the fictional timeline of Halo, and likely corresponds to the day the Covenant invades Earth in Halo 2. This improved SPDR destroyed the Pious Flea, the Covenant virus that brought about the discovery of Earth and led the Covenant to it, once and for all.

Development

Jordan Weisman, 42 Entertainment's CEO

I Love Bees' developer, 42 Entertainment, was founded by Jordan Weisman, the former creative director for Microsoft's Xbox division. 42 Entertainment had previously created the first ARG, The Beast, which had been used to promote the movie A.I.. Other members of the I Love Bees team included Sean Stewart, a World Fantasy Award-award-winning author who served as I Love Bees' writer, and Jim Stewartson, I Love Bees' technical lead who produced the first commercial 3D game delivered by the internet.[8] Weisman stated that the goal of I Love Bees was to utilize every person who interacted with the game, and to use any electronic resource to do so: "If we could make your toaster print something we would. Anything with an electric current running through it. A single story, a single gaming experience, with no boundaries. A game that is life itself."[9]

42 Entertainment conceived I Love Bees as a radio drama, and used the pay phones as a way to excite players. In order to prevent non-players from being scared by the sounds of gunfire from the pay phones, 42 Entertainment established passwords that had to be repeated.[10] Stewart described writing for the game as more enjoyable than writing printed fiction, both for the money as well as the unique experience of ARGs as opposed to other media:

The audiences that we built for those campaigns are having a different experience. They’re having a collective experience in which they literally bring different pieces, one to the next, swap them back and forth, gossip about them. They have an element of cocreation and a collaborative nature that doesn’t really have an analog that I’ve been able to think of in the arts.[11]

Reception

I Love Bees is credited with helping drive attention to Halo 2; former Electronic Gaming Monthly editor Dan Hsu stated in an interview that "I Love Bees really got existing gamers and other consumers talking about the universe of [Halo]."[12] Billy Pidgeon, a game analyst, noted that I Love Bees achieved what it had been designed to do: "This kind of viral guerrilla marketing worked... Everyone started instant messaging about it and checking out the site."[13] I Love Bees not only received coverage from gaming publications, but attracted mainstream press attention as well.[14] At its height, ilovebees received between two to three million unique visitors over the course of three months.[14] 9,000 people also actively participated in the real-world aspects of the game.[15] The players of I Love Bees themselves were quite varied. The target demographic for the promotion was younger males, but one player noted that even middle-aged men and women were engaged in the game.[16]

I Love Bees received several awards for its innovation.[12] The design team was one of the recipients of the Innovation Award at the 5th annual Game Developers Choice Awards.[17] I Love Bees was also announced as the winner of a Webby Award in the Game-Related category,[18] presented by the International Academy of Digital Arts and Sciences.

Legacy

Along with 42 Entertainments' previous ARG known as The Beast, I Love Bees is credited with bringing greater attention to the fledgling marketing form; I Love Bees not only helped assuage fears by marketers about the costs of ARG failure, but attracted interest from other game developers in using alternate reality games to promote their own products.[19] Before I Love Bees, The Guardian stated that "ARGs were destined to join Letsbuyit.com and Barcode Battlers in the e-dustbin of nice ideas that never really caught on"; the explosion of broadband internet access and a renewed interest in codes allowed I Love Bees to become wildly successful.[20] Bungie would later use another ARG called "Iris" to promote Halo 2's sequel, Halo 3.[21]

I Love Bees also attracted attention in the wider discussion of user-based marketing and cooperation. Author Charles Leadbeater argued that I Love Bees was an example of "We-Think" collective thinking; Leadbeater noted that after the "puppet masters" began the game, I Love Bees "displayed all the characteristics of a mass movement, propelled into existence in a matter of weeks simply by collective enthusiasm guided by a few cyberspace 'avatars'".[22]

See also

References

  1. ^ Borland, John (2005-02-28). "Blurring the line between games and life". CNET Networks. Retrieved 2008-05-19.
  2. ^ a b Devidas, Arun (2004-10-18). "Halo 2: Remember the Bees". IGN. Retrieved 2008-04-12.
  3. ^ Zumbrum, Josh (2007-07-21). "Mystery Movie Teaser Has Gamers Seeking Alternate Reality". The Washington Post. Retrieved 2008-05-21.
  4. ^ a b Terdiman, Daniel (2007-05-07). "GDC 07: I Love Bees developer gets Serious". Gamespot. Retrieved 2008-05-20.
  5. ^ a b c Shachtman, Noah (2004-11-04). "Sci-Fi Fans Are Called Into an Alternate Reality". The New York Times. Retrieved 2008-05-21.
  6. ^ Fabijanic, Taya (2005-02-26). "Down the rabbit hole". The Age. Retrieved 2008-04-24.
  7. ^ Goldstein, Hilary (2004-11-04). "Countdown to Halo 2: Entering the Beehive". IGN. Retrieved 2008-05-20.
  8. ^ Staff (2005-04-26). "Calendar: IGDA San Francisco Presentation". Gamasutra. Retrieved 2008-08-12.
  9. ^ Rettberg, Scott (2006-07-01). "Avant-Gaming: An Interview with Jane McGonigal". University of Iowa. Retrieved 2008-08-13.
  10. ^ Staff (2005). "Sean Stewart interview excerpts". Locus. {{cite journal}}: Unknown parameter |month= ignored (help)
  11. ^ Hanas, Jim (2006-01-25). "The Story that Doesn't Care". Hanasiana.com. Retrieved 2008-08-13.
  12. ^ a b Rosmarin, Rachel (2007-09-23). "Burnishing Halo". Forbes. Retrieved 2008-05-21.
  13. ^ Brandon, John (2005). "Online This Month; Hoax sites: everybody plays the fool". Electronic Gaming Monthly (187): 46. {{cite journal}}: Unknown parameter |month= ignored (help)
  14. ^ a b Wegert, Tessa. "Advertisers reap real-world benefits from 'alternate reality'". The Globe and Mail. Retrieved 2008-05-13. {{cite news}}: Text "date-2005-08-18" ignored (help)
  15. ^ McGonigall, Jane (2005-05-20). "All GameplayIs Performance" (PDF). AvantGame. Retrieved 2008-05-21.
  16. ^ Clark, Sue (2004-10-22). "The Buzz: Alternate Reality". Australian Broadcasting Corporation. Retrieved 2008-05-21.
  17. ^ IGDA (2005-03-10). "IGDA Names Recipients of the 2005 Game Developers Choice Awards". Archived from the original on 2005-12-11.
  18. ^ "9th Annual Webby Awards Nominees and Winners". International Academy of Digital Arts and Sciences. 2005. Retrieved 2008-05-19.
  19. ^ Hon, Adrian (2005-05-09). "The Rise of ARGs". Gamasutra. Retrieved 2008-05-20.
  20. ^ Carr, Paul (2005-04-04). "The game with no aim". The Guardian. Retrieved 2008-01-26.
  21. ^ Sanders, Holly (2007-07-12). "'Halo' on the Hunt". New York Post. Retrieved 2008-04-01.
  22. ^ Lott, Tim (2008-03-30). "The Internet is Proving that 200 Heads are Better than One". Sunday Telegraph. p. 42.
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