Andy Warhol's rarely-seen 'Silverpoint' sketches became the inspiration for a game that took players from a digital experience into the real world.

At the game's heart is a mystery: the disappearance of Chloe. The more you play, the more story is revealed. The game starts as a classic match 3 challenge with a series of planets to align. As they do, story fragments drop into the game and begin to unlock its central mystery: what happened to Chloe?

Then the narrative comes to life through emails, texts and live phone calls from characters. The game starts to draw the player into the real world. Levels become more difficult to unlock. Players are given the chance to do so by going out to bars, hairdressing salons and street corners to take part in a series of live experiences. Eventually the player becomes the lead role in this real world adventure.

The game was launched in April 2015. Media amplification directed players to the App Store to download an innovative experience.

Over the period, players were drawn to locations around London, where they were automatically ‘levelled up’ for their efforts. The use of iBeacons and the personal messages ensured the game was always watching and communicating with its players. Surprising real world interventions (such as mysterious objects being left at players' homes) took them further into Chloe’s world and closer to unlocking the mystery of what happened to her.

Social media became full of talk about how addictive the casual game was, the captivating excitement of the real world interactions, and how players' lives were being affected.

In the space of only 3 weeks Silverpoint achieved:

A media reach of 1 million which represented 72% of 25-34s in London

Over 44.5 million impressions were served with 281,631 engagements

35,000 website visits

22,000 downloads

2,500 took part in the real world elements in bars and beauty salons. This was the limit of how many we could accommodate (something even we were surprised by)

5 hours of average player time

Top 10 on the app store for puzzle and adventure games for its 2 week run

Of those who took part:

60% said they'd purchase Absolut as a result of the campaign

62% said they were positively impacted on brand preference

58% said they'd recommend Absolut to a friend

As a result of the activity, Absolut became the number 1 fastest growing spirit brand for on trade.