Gamers, especially for the Gears of War franchise, go ape-shit for exclusive content. So, we made a game out of collecting never-before-seen art, posters, wallpapers, and in-game extras by hiding access codes all over the internet. The only way to get the codes was to follow all the news and press about the new Gears Of War game. This campaign helped build anticipation for the release and gave fans some free game goodies -- win-win.
CD - Chris Elliot
ACD - Devon Harris
Sr. AD - Brian Williams
Sr. CW - Ben Reese