Case Studies

Client: 2K Games

Product/Brand: Bioshock 2

Industry: Entertainment – Video Games

Location: US (40 cities), Australia, England, Germany, Netherlands

Awards: 2011 Silver Reggie Award Best Experiential Marketing Program, 2011 Silver MI6 Award Best Experiential Marketing Program

Program “Something in the Sea – Manhunt”



PMG partnered with 2K Games and Concept Arts to create and launch a worldwide alternate-reality “manhunt” game a year in advance of the official Bioshock 2 game launch. This game included the creation of mysterious codes, real-life rendezvous in dark forbidding places, personalized messenger-style package deliveries, and a re-created crime scene on a busy downtown street in the heart of San Francisco.

Worldwide events were timed to occur simultaneously (regardless of time differences) so participants could rely on the Internet for clues – but they did use the online realm to communicate with one another, discuss game events, and decode clues leading to the next event. Over 100 actors worldwide were costumed and trained extensively for this event alone!

Sound confusing…amazing…awesome? We agree – AND it went off spectacularly!