Create some rumours about the launch of 'God of War 2', a mythological game in which you are Kratos, a war god. The budget is very limited.

We created an email competition giving hardcore gamers the chance to win the first copy of the game. A click brought the visitor to a webpage with the request to print the image of Athena, Goddess of War. While printing, the image of Athena remained visible on the screen, but a completely different one came out of the printer. The platform converted the print either in the message that people had won, or in the image of a mutilated and decapitated Athena, stating that the Gods had decided otherwise.

With a click rate of 95 percent, it is fair to say that the message got through.