After a weekend with friends, the target was greeted with electrostatic stickers designed to look like bullet holes were attached to car windows parked in key hangout areas. A note next to it said: “Thank you!! My name is Sam Fisher. I took your car to run after terrorists. Unfortunately a bullet hit the car window. My contact is www.samfisher.it.” Radio spots the next morning revealed what was going on…Sam Fisher is back!

The suspense created around the comeback of Sam Fisher and the Splinter Cell franchise propelled gamers’ intention to buy to the point that sales figures were reached 2 weeks in advance compared to client objectives.