Just played around with the small A.R.G. associated with the Watchmen film- www.6minutestomidnight.com -
The premise of the site is that Rorshach shows you tests and you enter what you think you see. Correct answers will unlock clips that tell you about the characters from the film. I went through the usual answers that were expected (I won't spoil it here- there are other places to go for that kind of info), but I got stuck on the final one and had to look it up. Now comes the fun- I've seen the site as it was intended, so now comes entering random things to get unexpected responses. I went with "Dog" first, because I've read the graphic novel, and got a good response. I tried several others, but responses weren't all that great. On a tip from a forum post I found, I went with "Alan Moore"- the response was great. If you want to know what was said, you can try it for yourself.
All in all, I found it to be a fun little A.R.G for ten minutes.