Which video game's marketing campaign is credited with pioneering the use of alternate reality games (ARGs) as a major promotional strategy in the gaming industry?

The gaming industry has seen some revolutionary marketing strategies that transformed niche products into global phenomena. Brand storytelling has been particularly powerful in this space, with some campaigns becoming cultural touchstones. This trivia question focuses on one of the most influential marketing campaigns that changed how games were positioned and promoted to mainstream audiences.

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Halo 2's 'I Love Bees' campaign (2004)
World of Warcraft's 'What's Your Game?' campaign (2007)
Call of Duty: Modern Warfare's 'Soap's Journal' campaign (2009)
Portal's 'Aperture Science' website launch (2007)