Are all ARGs marketing campaigns?
Definitely not. ARGs can be hard to define, but the one thing they all have in common (so far) is a communal interactive narrative. Think of it this way: some 30-second TV commercials use a quick story to get you interested in their product, but not all short stories are trying to sell you something. In the same way, some ARGs promote a product or idea, but some are just out to tell a story or entertain.
