ARG
Alternate reality game
Example
Did you do the ARG that went with the new Matrix movie?
ARG definition by Slang.net
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An ARG (alternate reality game) is an IRL game in which players follow a rabbit hole of clues to discover bits and pieces of a fictional narrative. Each ARG's initial clue is usually a code, phone number, or web address that leads to additional content and clues, starting the game.
For example, ABC promoted the TV show Lost using two ARGs: The Lost Experience and Find 815. In The Lost Experience, players who watched a fictional ad for the Hanso Foundation (played during a Lost commercial break) were given a telephone number to call. When players called the telephone number, they were directed to fictional voicemails. These voicemails provided clues that could be used to unlock content on the Hanso Foundation's website. The game continued from there, with additional clues and content appearing on other websites, on candy wrappers, and even in a novel published as part of the game.
ARGs are notable for allowing and, in most cases, encouraging players to "play" together, by sharing uncovered clues and other information in web forums and on social media. In this way, ARGs are similar to conspiracies, and their players are similar to conspiracy theorists (though usually much more fun and much less dangerous).