We created a microsite that would engage hardcore gamers and educate the general public. On the surface, the site contained 5 educational movies that explored the capabilities of the PS3 like a Discovery Channel documentary. We wanted to ignite people’s imaginations rather than deliver a laundry list of features. Using nature metaphors to explain complex technologies, we were able to demystify the PS3 and differentiate it from its competitors.Hardcore gamers could also access a hidden section of the microsite where exclusive content could be unlocked by decrypting a new PlayStation code language.The key to deciphering this language was hidden in wild postings around the country and seeded virally online.