See the work of guys behind I love bees, an ARG promo of (then) Bungie's Halo 2, also search for The Beast and Find 815, you should find your answer in no time.
Conference Paper SuperGaming! Distributed Design for Massively Collaborative ...
Article I Love Bees
Article Why I Love Bees: A Case Study in Collective Intelligence Gaming
Bonsignore, E., Moulder, V., Neustaedter, C., Hansen, D., Kraus, K., & Druin, A. (2014, April). Design tactics for authentic interactive fiction: insights from alternate reality game designers. In Proceedings of the 32nd annual ACM conference on Human factors in computing systems (pp. 947-950). ACM.