Every game has a celebrity spokesperson - but how many games let you kill one?
With Hitman launching in a new episodic format, we needed to find a way to hook players at launch and keep them coming back week after week. So we gave players a chance to influence the outcome of the game, creating a campaign with a big payoff: One. Dead. Gary.
“One of the weirder promos in recent memory”
- AV CLUB
Two evil Garys competed to die. We had Gary Cole and Gary Busey compete for the ultimate honor of being killed by the world’s best assassin - Hitman’s Agent 47, of course. Fans votes with #KillBusey or #KillCole, and we stoked the fire by releasing new content from each Gary every week.
The fans chose their hit and we made it so. When Gary Busey was declared “winner,” we put him into the game as a target in an exclusive mission. We worked with Hitman’s developer to script the mission and bring the campaign’s twisted humor into the storyline.
“Hitman is going to make your fantasies come true. Your sick, sick fantasies. You monster.”
— GAMES RADAR
Watch the full case study