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OB1
Imagine an urban version of Monkey Island 2 where you have to travel to four American cities and collect map pieces.  When the fragments are combined, they list the directions to one of Ron's storage units.  Resting on the floor is an envelope that contains the design document revealing The Secret of Monkey Island...also a fragment.  The credits roll and the game copies a file to your Desktop.

Only when enough copies of the game are sold and completed, can the Internet finally piece these files together.  Some copies of the game produce duplicate pieces just in case someone neglects to share.

Four years pass and the final piece has finally been collected.  The news breaks the Internet for two days.  When the servers come back online a single message is blinking across millions of monitors around the world:  "Be sure to drink your Grog."