As the Swedish game developer, Funcom, prepared to launch its latest Lovecraftian role-playing game, Moons of Madness, they felt it would take more than the traditional trailer, walkthrough and influencer outreach program to set the mood for the experience to come. For years, fans of Funcom’s The Secret World had been accustomed to unique and bizarre investigations about secrets that go beyond human comprehension. They also craved complex, mind-bending puzzles and games. We challenged ourselves to find a way to get this unique breed of gamer hooked on Moons of Madness, before it even launched. This way, we would fuel real anticipation and “hit the ground running” when Moons of Madness was officially released, one month later. Our goal was to get influential and diehard role-playing gamers hooked, especially Lovecraftian gamers.