To launch a choose-your-own-adventure horror game,
We gave the power of choice to our fans on social.
Introducing #TweetUntilDawn, a way to bring the game to life on Twitter.
The story changed based on which hashtag was tweeted most.
After the game finished, we showed fans how their choices impacted their story.
Our hashtag was so popular that it became the rally cry for fans waiting for the game's release.
After #TweetUntilDawn ended, we sent our fans emails based on their in-game decisions.