ReadWriteWeb

First there were movies, then there was TV, now prepare for the entertainment platform of the future: the "mobile immersive experience." That's actually not it's official name, but is a term that was invented on the spot this week at a dinner gathering of Nokia execs, journalists, and oh yes - Tim Kring, the creator and executive producer of NBC's "Heroes." He was there to talk about what is the first attempt at a new entertainment experience using mobile as the platform. And it's going to be nothing like anything you've ever seen before.

Alternate Reality Games (ARGs) have become an incredibly powerful viral marketing and audience engagement tool over the last couple of years. However, the elements of a successful ARG remain a mystery to most people. Some of the most successful ARGs that I have participated in over the past few years were the I love bees campaign for Halo 2, the Iris campaign for Halo 3, the political dystopia campaign, for NIN's Year Zero, and most recently the Harvey Dent political campaign for the upcoming The Dark Knight movie.