Prepare to work your socks off at Socks Inc., the factory that makes Believe. Socks Inc. is the largest employer of sock puppets in the world and if you play your cards right, you too could be hired, starting today. To complete your employment application, create a sock puppet, go the Socks Inc. website, and register to join the fun. Socks Inc. is the second alternate reality game to come from Awkward Hug, following up on their romantic comedy Must Love Robots. Over the coming months, Socks Inc., lovingly referred to as “World of Sockcraft” by Awkward Hug’s lead game designer Jim Babb, plans on sending you and your sock puppet on countless storytelling missions that will keep you on your toes.
The main storyline of Socks Inc. is explored in Mr. Barnsworth’s office, the boss at Socks, Inc. Other themes, stories and missions  are available in the company’s other departments: so far, these include Athletics, Groundskeeping, Politics, Waste Management, and Research & Development. The webpage has a few empty slots left for future departments and added content. Socks Inc. employees are sent out into a world of storytelling adventures, which are usually introduced by one of the many colourful characters running the different departments. Once you have accepted a mission, you and your sock puppet avatar need to go into the real world to complete it, and this is where the potential for creativity kicks in.
Given the task of recording your sock puppet rapping, you could just download the beat and rap a few lines. Or, you could spend days building a set and directing a full-blown music video. Whatever you come up with, the next step is to upload your picture or video onto the Socks Inc. site, where it becomes visible on your profile page and can get responses from other players. If you happen to have made a particularly embarrassing attempt, there is also an option to make your video private so only you can view it. As you complete each mission, you unlock more adventures, stories, and badges. Progress is measured on a gauge and a progress bar on your profile page. Co-developer Julie Coniglio confirmed that the game is scalable, with new online content being planned as well as future live events.
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