Exposing the world of Fallout 3 meant finding ways to evangelize hardcore fans while bringing the game into mainstream awareness.To hit the core audience, Fallout 3 dominated PAX, the U.S.’s largest gaming event. We rewarded fans with an opportunity to not only put the first public hands on the game, but to walk away with a tangible piece of the game world.For the mainstream, the campaign takeover of DC’s busy Metro Center included an array of game-inspired posters and dramatic, backlit matte paintings of a devastated Washington DC that stopped commuters in their tracks.

Months of online advertising culminated in a massive campaign to push release awareness and sales, while a Hollywood launch party elevated the game launch into a cultural event.At the center of it all, PrepareForTheFuture.com gave a humorous introduction with retro-future entertainment, while offering exclusive in-game content to those willing to dig deeper.

Adding to the considerable hype around game previews, fans and media alike were buzzing with reports of the PAX presence, 50-page survival guides, and website content.To the mainstream, news reports of the controversial Metro ads and letters to the editor of the Washington Post brought Fallout 3 to the foreground, topped off by television coverage of the star-studded launch party.Amidst the final stages of the campaign and critical acclaim, Fallout 3 shipped 4.7 million copies at launch, constituting over $300 million in retail sales, and went on to be named the irrefutable Game of the Year.