The idea was to bring creatures from the game into our world and weave them into an immersive online puzzle. The hub of our campaign was a fictional blog that seeded clues across the internet, spinning a web of fiction-within-reality.By design, consumers spread the message far beyond our modest budget. By monitoring the audience's online conversation, we could adapt the campaign accordingly - engaging in a form of "advertising judo" with the consumer.

Despite spending less than 10% of a typical “Triple-A” videogame advertising budget, this campaign was viewed by over 25 million people, discussed in thousands of websites and featured in mainstream media. Above all, the videogame outsold its predecessor by over 50%, and exceeded first-year projected sales in just six weeks.