Gorillaz must have done something like this at some point.
I remember their first website was a fully interactive flash page where you could wander round their house/studio which, at the time, was pretty cool. I’m almost certain they turned it into a kind of game to hype a new single/second album or something - like there was a murder and you had to go look around the place for clues, and you found demos for the new record? Am I completely making this up?