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Alternate Reality Games (or "ARGs") are nothing new, especially when it comes to promoting upcoming new games. But they've seldom actually invaded reality in such an impressively insane way as 2K Games' BioShock 2 booth has at Comic Con.

You can watch a guided tour in the video above, which shows of a booth that essentially recreates the BioShock 2 ARG that's been going on at somethinginthesea.com since March. The game involves a man who begins doing research into a number of girls being abducted by a creature that eventually is revealed to be the Big Sister, and the booth shows the "workspace" where he has kept all his findings -- and it's quite a workspace. Tons of papers and clippings litter a bulletin board on a wall, a file cabinet keeps even more research, and there's even a period-accurate answering machine that plays a game-related message when you check it.

And as if that's all not crazy enough, apparently 2K will be updating the booth throughout the weekend, so attendees can find new material if they pay additional visits throughout the show. Now that is a hell of a promotional campaign. Too bad we still have to wait until next year to play the game it's promoting.