A viral marketing push is one of the hardest interactive goals to achieve. To challenge the shrewd audience of gamers that have been waiting with baited breath for the release of Halo 2, we created a site in alien language to whet the appetites of these gamers-in-waiting. The global campaign reached 19 markets in Covenant tongue, the language of the relentless enemy forces in Halo 2 determined to wipe out humankind. Within 48 hours, this unearthly viral push had lit up the blogspheres with gamers attempting to crack its code - and they did. Within that first weekend there were 94 pages of posts on Bungie.net about halo2.com, and over 150,000 visitors accessed the site. Blogs within Xbox user groups noted "Halo2.com decoded", revealing Covenant messages such as 'Our race. Natural born killers'.