We love it when games and reality intertwine, a.k.a. ARG – Alterternate Reality Games. It’s a great way of interacting with your environment and the people around you in a fun and exciting way, creating different and often challenging experiences.
This example, brought to our attention by @Megamoller (tnx!), is not a typical ARG, but uses ARG-elements.
Nike sent people running all over London, challenging them to claim as many streets as possible across 40 postcodes. To claim a street, participants had to dial their personal code at a specified phone booth. Read more on Digital Buzz