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When we heard that PlayStation was launching a new choose-your-own-adventure horror game,

we knew we wanted in on the action.

We created #TweetUntilDawn, a way to bring the game to life on Twitter. 

TL;DR // we made a game and gave Twitter control


The story changed based on which hashtag was tweeted most.


 

 

EVERY CHOICE MATTERS

After the game finished, we showed fans how their choices impacted their story.



RESULTS

A hashtag so popular that it became the rally cry for fans waiting for the game's release.

Not bad for something with absolutely no paid media behind it, eh?



EMAILS UNTIL DAWN

After #TweetUntilDawn ended, we sent our fans emails based on their in-game decisions.