Dante’s Inferno is a video game based on the epic poem by Dante Alighieri. Players, assuming the role of Dante, must descend through the nine Circles of Hell, each representing a different sin, to rescue Dante’s beloved Beatrice.One by one, month by month, we were to take each sin and use it to showcase each corresponding level of the game. But more importantly, we were to create buzz and excitement leading up to game launch. Greed is the Fourth Circle of Hell. In the game, greed is a two-sided beast. One side is the hoarder; the other, the waster.

Our strategy heretofore was to invite recipients to engage in each sin. Anger was particularly challenging, as it’s a thin line between engagement and annoyance. Our solution was to hijack an Internet prank and make it our own. So we created a Rickroll in a box.Upon opening this hellishly creepy and mysterious box, an endless loop of Rick Astley’s “Never Gonna Give You Up” began playing at impressive volume. And it didn’t stop until recipients, overcome by rage, battled through three layers of wood, bugs and bones to destroy the speaker with the supplied hammer.

The 17-pound delivery came as no surprise to our gaming contacts. Following the executions for the first four levels of Hell, they knew to expect something cool and unusual.The Anger Rickroll didn’t disappoint. Four recipients created their own original response videos detailing their battle with the box, including a 16-minute step-by-step dissection in an effort to avoid succumbing to anger.

Between the videos and coverage on other major gaming sites, we generated an estimated 5,697,000 impressions eliciting 1,036 comments from our core gamers, as well as an addition to the Rickroll Wikipedia page.