To get fans excited about the limited edition, custom Xbox console design for the highly anticipated game, Cyberpunk 2077, we leaned into the game’s hacker theme and created a custom augmented reality game (ARG) where fans had to “hack” a server to leak the console reveal video. The fans jumped at the chance.

Over the span of two days, fans came together to find hidden information in social posts, solve multi-level ciphers, hunt for clues in a custom blog, find words in tweets ranging back to 2012, and decipher cryptic YouTube videos and audio files to “crash” a custom built server and find the console reveal video. Proving that sometimes the best way to share news, is to let your fans do it for you.