Develop a campaign launch that creates awareness for the software title within the target group and arouses gaming desire. Re-create the atmosphere of the game. Show that 'The Getaway' isn’t a normal videogame. It’s more: it is the beginning of a new era, a new existence.

Portray the intensity of the game, the undercover gangsters, the car chases and the intense and obscure happenings. Involve the target group using above- and below-the-line media. Generate high involvement. Guide the target group to 'the Getaway' microsite.How can this highly realistic game be launched in an effective way?

Our solution was to actively involve people in the game before they had even bought the software or were aware of the game.Our motto: 'The Getaway' is not a game – it is reality and it's starting right now!The 'new reality' gamers received threatening mailings in their letterbox, text messages on their mobile phones, or their cars were allegedly used in getaway car chases. The target group felt watched, thought they were being followed. Just as in the virtual game. A pure adrenalin rush. Just like the target group like it. Each medium was designed to provoke a direct response.The URL/The Getaway web microsite address was established in each medium and used to provoke curiosity for the game and its site.

More than 50,000 games sold within four weeks. After four weeks of sales it was still in second place in the sales rankings for video games. Hits on 'The Getaway' microsite increased by over 900% after the start of the campaign.