Guinness Beer - How can you make viewers watch a commercial every frame

Lately, the concept of ARGs (Alternate Reality Games) impressed me a lot. I'm so fascinated by how the game designers utilize daily items as channels for experiences.

This campaign from Guinness really made every ad man wet dream came true–well, just foe them. They utilize ARG elemens to pull the viewers into the ad and create the virb from there. Check out the VDO, and you will smell Cannes.

Credit:
Advertising Agency: AMV BBDO, London, UK

Random throughs: since ARGs are in right now, if you can find the way to use it for your client work, do it. Do it before ARGs for advertising becomes a pool clutters like Facebook applications. I'm thinking a year.