Our challenge: get gamers excited about Ubisoft’s new Tom Clancy video game… with no trailer, no box art, not even a title.

The dense microsite we created used the lack of assets to build buzz, dropping oblique hints about the plot and driving gamers to forums to figure it all out together. After a week of theories and counter-theories, we rewarded devotees with gameplay clips and the title: EndWar.While a banner campaign helped drive traffic, 27 percent of visitors were cold referrals. Overall, the site garnered 270,000 page views in two weeks; interaction times averaged six minutes.