The Challenge

In order to reverse the negative sentiment after Hello Games’ No Man’s Sky game launch, we created a six-chapter transmedia ARG event that ran for more than 18 months. The ARG story was centred around innovative technologies and experiments, and it involved creating real websites, phone numbers and radio stations that were scattered across the world.

The Results

3.2 million players engaged, 2.7 million puzzle-solving attempts and 800,000 interactions. Cost per fan was of $0.38. Five years later, fans still post about the activation on social media.