“Abuctionary,” the world’s first time-based word search game, was created entirely in-house by The Prototype Factory, DOJO’s in-house IP unit. This addictive, fast-paced iPad game puts players in the role of alien minions, stealing words from human brains. To make the app stand out in the cluttered iOS gaming market, we created a series of Web films that depicted the effects of the alien invasion. The film, titled “Fired,” closed with a playful warning of the invasion and directed viewers to the App Store to download the game, creating a spike in downloads.