1. “Immersive Marketing for Libraries: Alternate Reality Games and Library Orientations” Educause 2007, Seattle, WA Jeremy DonaldJeremy Donald, Reference Librarian Jason Hardin, Manager of Access Services Jason Hardin Coates Library,Trinity University, San Antonio, Texas

2. Copyright Jeremy W. Donald, 2007. This work is the intellectual property of the author. Permission is granted for this material to be shared for non-commercial, educational purposes, provided that this copyright statement appears on the reproduced materials and notice is given that the copying is by permission of the author. To disseminate otherwise or to republish requires written permission from the author.

3. Trinity University 2400 FTE, 660 New Students 28% Minorities, 65% from Texas Residence mandatory for 3 years Coates Library +900k volumes Information Commons, 150 computer workstations

4. Goals Orientation to the library Awareness of library resources Brand library and staff as fun, positive, and approachable Keep the program consistent with our information literacy agenda

6. What is an ARG? Alternate Reality Gaming is, according to CNET, "...an obsession-inspiring genre that blends real-life treasure hunting, interactive storytelling, video games and online community...CNET From: http://www.argn.com/about.phphttp://www.argn.com/about.php

11. The Power of Student Role Models Resident Mentors (RMs) support 18 new students for entire first year. “Your RM will be one person you know you can trust to look out for your best interests and encourage you to take positive risks.” Trinity Res Life webpage Invaluable: their feedback, inclusion in the game, enthusiasm, active participation, and follow-through as library role models.

18. Statistics 31 out of 39 RM Groups stayed to complete the 10 bonus questions. 300 Hits to the website 49 emails for online bonus question

19. Upgrades 2006-2007 Integrated with campus-wide NSO More marketing & media More services & resources covered Better game design (clear winners!) Challenges…

20. Immersive: –Physical/Digital, Fiction/reality, learning/competition. Integrated: –RMs as characters, media deployed in campus-wide programming, better training for RMs. Info Literate: –Orientation to resource application/behaviors, not just resources.

21. Thank You! Questions?

22. “..to provide a positive, welcoming, first experience with the campus library…for students to become acquainted with the physical layout of the building and make them aware of the range and variety of information resources available.“ Lori Ricigliano, University of Puget Sound LOEX Programs that Work, 1996 As quoted in: Marcus, S., and S. Beck “A Library Adventure: Comparing a Treasure Hunt With a Traditional Orientation Tour” College & Research Libraries Vol. 64, January, 2003

23. “One thing I don't think we do well is play nice with others, or really partner with other service units on campus.… I think we need to understand how we play with housing, how we play with the bookstore, auxiliary services, and all these others — admissions, the registrar — and how we can maybe help them succeed with their mission as well. “ Brian Mathews Age: 32 Position: user- experience librarian at the Georgia Institute of Technology Young Librarians, Talkin' 'Bout Their Generation Up-and-comers discuss what will change and what needs to change Chronicle of Higher Education http://chronicle.com/temp/email2.php?id=dRxWRMrrkspdsKs4tfnjxmhwnSxqzJvD From the issue dated October 19, 2007