It’s become standard practice: a Nintendo Direct, a PlayStation Showcase, or an Xbox Showcase is announced, and we’re immediately excited to hear we’re getting a whole bunch of brand new trailers. But what if I told you that there are titles whose marketing campaigns have attract millions of glances without making use of these presentations? We talk specifically about alternate reality games; an initiative that, well done, can remain in the memory of an entire community. Examples of this are deliveries such as Halo 2, gate 2 or the hero shooter Overwatchalthough it all started thanks to a conspiracy that has changed the history of the Internet: ong‘s Hat.