For two weeks we placed 300,000 die-cut severed hands from the series’ trademark zombies in areas surrounding high schools. The top of the hand looked like a zombie’s, but branded copy on the underside warned people, “This is just a hand, but be careful…the rest of the body is looking for you!” In Rome and Milan fake gravesites with zombie arms coming out of them created a gruesome environment for people to interact with.

People continue to demand their own hands and gravestones, and we’ve even put them on eBay with proceeds donated to charity on behalf of Nintendo. A media partner even called and said, “You brainwashed my kid, he loves the game! I need to get him a gravestone!”