Another new ARG but this time, to promote a museum :-)

The Luce Center at the Smithsonian American Art Museum (SAAM) is launching what they claim is the first ever alternate reality game (ARG) in a museum. Why would an art museum create an ARG? To expand their audiences. To tap into maker culture. To take a new twist on the role of narrative (especially fictional narrative) in the interpretation of artifacts. To experiment with the web as a medium for extension of onsite experiences. And yes, to collect lots of photographs of peoples' eyes.

Where can you start to play? right here