What are/would be the coolest ARG ideas

Creating an ARG must be a complex, time-consuming but especially creative process. Some of you here are experienced with ARG’s, others are new to this but love the mystery and puzzles, and some others are just radio enthousiasts… Yet I would like to know what you love the most in ARG’s.

For those experienced with ARG’s: with is the coolest ARG-element you have came across?
For all: What is the coolest idea you can come up with?

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Actors, they add another dimension to the whole process, making it feel more real and exciting!