Teaser films

For the global launch of the new Tom Clancy Splinter Cell:Conviction video game, we created a web of intrigue every bit as complex and menacing as the game itself.

Tempt
Gamers switched on their Xbox 360s to discover an unannounced video on Xbox Live. A hidden url led to our codeofconviction site, which in turn led to destinations both online and in the real world.

Engage
Fans from 116 countries worked together to follow a trail of Xbox Live content, surveillance cameras, answerphone messages, websites, blogs, Twitter, emails and YouTube videos.

Build
We emailed our new database of 106,000 codeofconviction visitors with exclusive content and the game’s launch date. The content has created an online trading community in its own right.

Results
106,000 visitors from 116 countries
3,554 forum posts
Twitter feed overloaded twice
1 cease and desist order
3 death threats
£0 media cost for all of the above

Watch the complete story here