BioShock 2: Secret Messages, Packages and Telegrams
By Yukari Iwatani Kane
If the man in the picture shows up and demands that you get into his car, would you do it?
Three people actually did last week when they were met by him at a Red Roof Inn in Miami. Videogame publisher Take-Two Interactives 2K Games subsidiary arranged the stunt as part of an elaborately staged marketing campaign for its highly-anticipated first-person shooter game BioShock 2.
2K Games
Alabaster Pawn at a Red Roof Inn in Miami for a secret meeting with BioShock fans
The game, to be released February 9, is set in Rapture, a fictional underwater city that was designed in 1946 as a utopia for the intellectual elite. The city breaks down after scientists discover they can genetically re-engineer themselves through stem cells harvested from a sea slug that are mass-produced in the stomachs of young girls. The first BioShock game was set after that breakdown in 1960.
BioShock 2 picks up about a decade after the events of the first game. As part of a stealth marketing campaign, the company created a fictional character, Mark Meltzer, whose daughter is kidnapped and taken to Rapture. The company set up a Web site called Something in the Sea, where it left information that Meltzer had ostensibly dug up, including X-ray photos and fake newspaper articles.
But what started out as a modest campaign has become a much bigger production than the company had imagined. A few months after putting up the Web site, the company left a note with Meltzers postbox address on it. The postbox actually went to two 2K Games employees. One fan, on a whim, sent in an actual letter, to which the 2K Games team responded with a crayon drawing of a BioShock character. That opened up a deluge of fans writing in from all over the U.S. and overseas, including Australia, Germany and Canada.
Tom Bass, director of marketing for 2K Games, said the company received150 letters a day at its peak with many of them creatively done, smeared with blood, using an old typewriter or written on an old piece of paper. To each, 2K Games sent back a record of the song Rise Rapture, Rise, with a hidden message from Meltzers daughter at the end of it.
A few months later, the company posted a puzzle that revealed the coordinates of eight beaches around the world, the date and the time of sunrise. Fans who showed up received bottles from Rapture with BioShock posters inside it. (Bass said some fans sold them on eBay for up to $300. At Jones Beach in Long Island last summer, 250 fans showed up.
Bass said the campaign has been so successful that it has even prompted the developers to change the game to incorporate the Meltzer character, who wasnt originally part of the game. He wont say how much the campaign has cost, but says its the biggest that 2K Games has ever done.
Now the months-long campaign is about to draw to a close. On January 8, 2K Games launched a global manhunt for a man who escaped from an insane asylum but may be useful to Meltzer because he has been to Rapture. For the last several weeks, actors dressed in 1960s-wear have been showing up unannounced on the doorsteps of fans, who had sent letters to Meltzer, with mysterious telegrams , secret packages and assignments to help them find the man.
All signs are now pointing to something happening in San Francisco this weekend. Bass wont say what that is, but promises that fans wont be disappointed.