This is a relatively new form of viral marketing similar to an alternate reality game.

Tickets were also given away in an alternate reality game online using Radio 1 fan forums.

Others thought that the blog might be part of an alternate reality game.

A massive alternate reality game was also established in the forums.

An alternate reality game advertising the series has won an interactive Emmy.

These websites are "in-universe", part of an alternate reality game set within the show.

For the album, an alternate reality game was orchestrated by the band members.

Several reviewers also commented on the accompanying alternate reality game.

The third stage was the start of an alternate reality game.

There is a great deal of debate surrounding the characteristics by which the term "alternate reality game" should be defined.