To launch a new choose-your-own-adventure horror game,
We created a game solely powered by hashtags on Twitter.
Introducing #TweetUntilDawn, a bite-sized horror adventure.
The story changed based on which hashtag was tweeted most.
After the game finished, we showed fans how their choices impacted their story.
Our hashtag was so popular that it became the rally cry for fans waiting for the game's release.
We kept #TweetUntilDawn going by sending fans emails triggered by their in-game decisions.