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The Team Behind ILoveBees.com

by Alec Matias, May 24, 2005 8:59am PDT
Related Topics – Games: PC

As most of you are quite aware, ILoveBees.com was a viral marketing scheme sponsored by Microsoft to promote the then-upcoming release of Halo 2. ILoveBees.com was an Internet phenomenon that had people actually locating public phones in their cities and awaiting a phone call. The East Bay Express recently went behind the scenes with 4orty 2wo, the creative team behind ILoveBees, and gave us a peek at what's going on inside their wacky heads.

Forty Two has taken alt-marketing to an entirely new level. Imagine, if you will, a campaign so covert that it mentions neither the product nor the client, one in which none of those responsible acknowledge the campaign exists until after the product is launched, in which packs of random people run all over America to answer ringing pay phones in order to piece together a futuristic radio drama that ends where Halo 2 takes off. All this is the work of a marketing firm that swears it will never use the same tactics twice, and whose services so closely resemble art that it is represented by one of Hollywood's top talent agencies.




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  • I was a big I Love Bees player when it was around, and while its actual effect on sales might have been small, it was SO MUCH FUN! I loved answering the puzzles online and running around town unlocking axons. It really became my life for a couple of months. I got to see out-of-the-way parts of my city that I had no reason to go to before, and meeting new people who are also playing the same game and coordinating your efforts with them was a blast. Becoming a team of BEEKEEPERS was amazing.

    AH!!! I loved this game so much. I can't wait to play 4orty 2wo's next game. Even though I'm in the leading team for Our Colony, it just isn't the same as an ARG done by these dudes.

    Hats off to 4orty 2wo!!!











  • a campaign so covert that it mentions neither the product nor the client, one in which none of those responsible acknowledge the campaign exists until after the product is launched

    Is he describing the ILoveBees thing? Unless my memory fails me it was pretty clear from very early stages that this was a Bungie/Halo2 thing. Maybe he's just talking about the "optimal campaign" or something?

    It sure as heck beats paying people to join forums, pretending to be avarage Joes, and praising games that actually sucks... *cough*Driv3r*cough*