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Shadow of the Colossus Online Campaign

Award: Wood Pencil

Wood Pencil / Viral / Interactive Viral Advertising / 2006

Imagine a world where giants once walked the earth, where bizarre creatures trapped for centuries are only now being discovered around the globe and one man - the fictional Eric Belson - is cataloguing it all on his blog at Giantology.net. The 'Giantology' viral campaign is an immersive online puzzle intended to spark discussion and controversy, involving six websites, four viral videos, four podcasts and even working international phone numbers, all to promote the PlayStation game 'Shadow of the Colossus'. By design, the consumers became the messengers in blogs, forums, emails, chatrooms, and even dinner parties. Giantology has been discussed on thousands of websites, the G4TV gaming network, the world's most popular late-night radio show, and even spawned several fan sites. 23 million people have viewed the viral videos, driving 2.6 million people to the campaign websites.

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