The artical I read was at first a little confusing. Before the reference in the article i had faint recollection of the movie AI and had never heard of ILB or any of the other promotional ideas mentioned in the article however once reading deeper in to it i realized that this was strikingly similar to the method used by J.J. Abrams, Writer and producer of the movied Cloverfield. I followed the movie Cloverfield as soon as the preview first aired before the movie Transformers. There was no title at the time ,however it only read the release date "1-18-08". The producer made many viral ads and websites emulating a real website. The producer even made fake new casts reporting clues even after the movie. Back to the point, A lot of the points coverd in the description of the different ARGs , I could finally recognize after being able to reference it to something i had experience myself. I most defiantly look forward to creating an ARG and use Viral media to help make it feel real