This was first-person shooter with highly acclaimed massively destructible environments. We had four to six weeks to give it standout ahead of the launch of the Q4 highly anticipated titles. The plan was to drive hardcore gamers to the Midway site for a demo and pre-ordering. After that retail would take over. To achieve this, hardcore channels were given a glimpse of the horrific world of Blacksite. This fuelled word of mouth channels, whetting gamers' appetites for more. Promotion activity spawned modded PC's the likes of which had not been seen before. Building on the noise generated by the demo, placements in both core and hardcore channels spread the chilling message of Blacksite with 'worms' and the 'reborn' from the game breaking out of banners and onto the page. The Blacksite campaign tore up the hardcore channels and stole some of Halo 3's thunder. It delivered over 6.5 million impressions and generated nearly 54,000 clicks. The best average CTR came in at a devastating 1.16%. The overall average CTR of 0.51% was 5 times the industry average against the MPU, the best performing creative. This made a very cost-effective average CPC of £0.53.