I remember seeing I Love Bees mentioned in a couple of occasions before I finally read what it is in Wired News. Most recently Neal Stephenson mentioned it in his Slashdot interview.
It is a very interesting concept, an "alternate-reality" game. The Wired News article explains in better, but apparently it is a game where players get clues not only from the game website, but also from pay phones across the USA that are called at a specified time. It is a sort of massive multi-player LARP game. It is also a marketing campaign for Microsoft's upcoming Halo 2 console game, but very original one indeed.