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Brief: Game sequels are often more of the same and not always better. We had to prove that Rise of the Tomb Raider was everything fans loved from the first game and more. Our objective was to drive engagement through email participation and social sharing.

Strategy: Tomb Raider game fans love nothing more than to solve a challenge, and the more difficult it is, the sweeter the reward. We needed to create the world's hardest email.

Execution: We invented technology to turn our email into an interactive adventure It began with a secret door that slid open to reveal a mysterious map, which directed fans to the legal portion of the email to drive to a microsite where they had to solve yet one more puzzle.

Results: Only an elite 0.1% of gamers solved the puzzle, but that meant it worked; we achieved the world’s hardest email that only the most Lara Croft-inspired gamers could solve – and we know they talked about it – as Social media erupted with tens of thousands of Tomb Raider fans trying to solve the puzzle, generating goal-busting sales. The site also achieved a 61.1% higher CTOR than average.