The Extratextuals

I’m sitting in a session about branded entertainment that’s using Axe’s Game Killers as a case study, and I find myself in an odd position. They clearly did a fantastic job, very successfully using multiple media and seamlessly moving the text across these various platforms. But the text is about dudes trying to hit on women and getting blocked. So this marks one of the first times when I’ve seen a masterful transmedia presence for something about which I don’t care for one iota. The resounding cynical question in my head: aren’t guys on the prowl usually their own perpetual alternative reality game already? Usually, a good transmedia attempt excites me, but not here. More after the fold…
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ARGs, NATPE ARGs, Fallen, NATPE, Regenesis