Doner: Detroit

Client: Mazda

TO launch the 2010 Mazda they created an alternate world, including blogs, outdoor, guerilla, live streaming video, mobile technology,every medium possible. 33 Keys was an alternate reality game challenging players to immerse themselves in real-life adventure for chance to win new Mazda3 2010.
This was excellently executed and thought out from all the diverse medium to the script and alternate reality world, I think they did an incredible job in really marketing a product to the best of their ability, going completely all out in every way possible.