The marketing for the 1999 movie The Blair Witch Project resembled ARGs in many ways (and some of its makers went on to create the 2005 Audi promotional ARG The Art of the Heist), expanding the world of the movie online, adding backstory, and treating the fiction as reality through real-world media such as fliers and a fake documentary on the Sci-Fi Channel.
The marketing strategy for the 1999 film The Blair Witch Project was similar to those used in Alternate Reality Games (ARGs), with its makers creating an immersive online experience that included backstory, fictional events, and real-world elements like posters and a mockumentary on the Sci-Fi Channel.