If you are a hardcore gamer then this campaign is killer.Combining web video, email, online advertising and mobile phone components you will live, or die, in the Perfect Dark Zero experience (Xbox 360 title).

The experience for "the killer" and "the killed" are a seamless experience that is not complex. However, if you are watching this video, you will realise you have been killed... as your name is on the toe tag. It's the payback that makes this video viral as the receipient is shocked to see their name and view their own demise. Time to pay it forward.