I Love Bees
The home page of ilovebees.com in March 2008, the starting point of the titular alternate reality game
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Type of site
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Alternate reality game |
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| Available in | English |
| Created by | 42 Entertainment |
| Website | www |
| Commercial | no |
| Registration | no |
| Current status | Offline (available only as a mirror) |
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 and developed by 42 Entertainment. Many of the same personnel had previously created an ARG for the film A.I. titled The Beast. I Love Bees was commissioned by Microsoft, Halo 2's publisher.
I Love Bees was first advertised by a hidden 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. 250,000 people viewed the ilovebees website when it was launched in August 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.
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]".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. At around the same time, theatrical trailers for Halo 2 concluded with the Xbox logo and a URL, Xbox.com, that quickly flashed a link to ilovebees.com, ostensibly a hacked site related to beekeeping.
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