The Bureau: Xcom Declassified

When 2K decided to turn their XCom strategy game into a shooter, the fans weren't very happy. After several announces and delays (2.5 years worth) we were tasked with creating a campaign that would erase the past bad press and draw people into the new world. To do this we decided to embrace the 60's setting and alien subject matter and create the classified origin story of the Xcom organization.

Using actual game fiction as our foundation, we carefully crafted the story of "The Pima Incident" and told the story over the span of the seven month campaign. Burying hidden clues in all of our assets that allowed people to get in on the conspiracy and figure out what the next piece of content would be, when it would be released, and how it all connected.

The results:
Over 10 million views and months worth of speculation and chatter.