Sure it isn't live-action roleplaying in the traditional sense (if there even is one), but when you have folks dressing up pretending to represent the fictional company Armacham from the F.E.A.R. series, requiring the folks undergo testing in order to play the upcoming FPS in a special chair, then yes - your are LARPing. You've got NPCs, and you have the players themselves, and while the players aren't wearing costumes and waving around foam-wrapped PVC piping, they are indeed stepping into a role, even if they don't take it all that seriously.
Don't get me wrong - it's one of my favorite marketing techniques, immersing the player in the environment of the game. I'm just calling a LARP a LARP. It's LARPeting.
I played F.E.A.R. 2 [FPSBANANA Forums]