Potential Hitmen were recruited via a series of integrated messages delivered across a combination of commuter press, targeted magazines, late night radio and dark websites. A virtual brand experience was at the heart of the execution where consumers were presented with weekly missions and options to carry out the kill. These missions were adapted from the first four stages of the actual game.A lot of thought was needed behind the choice of killing technique as only the most discreet was the correct method. After choosing the killing method each consumer would then watch it all play out and experience the ultimate adrenalin rush: Executing a hit. Engagement did not stop here, mobile phone numbers were captured and each week, consumers were left a chilling voice mail from agent 47 himself saying he had noticed their work and briefing them on their next mission.

Actual sales of 18,790 units in first 3 months (+74% on objectives) were achieved against a category that declined by 14%.Return on investment of 167%.Engagement metrics were significant with average user session online of 11 minutes and 13 seconds, over ten times an average brand experience.