Brief: Promote trial and exploration of the features of Microsoft’s new search service - Live Search.

Concept: ‘Conspiracy’ - an online game that used Live Search to enable players to solve devious puzzles to advance the game’s sinister plot.

Puzzles took the form of concept-association games requiring players to find answers by searching real-world web pages.

Conspiracy was promoted through advertising on the MSN network and newsletters to Hotmail and Messenger users.

Results: 253,752 registered players. Average gameplay duration for each chapter was 5 hours 34 minutes, with 70 searches performed.

It created a real buzz online – with some viral forums enjoying 500+ posts about the game.Username: CannesJury; Passport: Cannes

To date we have 253,752 players.

Average gameplay duration for chapter one was 5 hours 34 minutes, with 7 hours 12 minutes for chapter 2, representing incredible engagement with Live Search.70 searches were performed on average per player completing the game.It created a real buzz online – numerous viral forums featuring 500+ posts about the game.The client comments: “The Conspiracy game is refreshingly intriguing and very challenging. The superior game play ensures sustained users interest and the payoff is a player spends more immersed in the game and with Live Search ensuring the initiative delivers on the brief.” They benefit from an online campaign and email campaign. The email campaign targeted MSN's huge database of customers.