Game:

Alan Wake 2 (2023)

Duration: 0:55

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Remember, it’s not a loop, it’s a spiral…
Alan Wake II has been a critical and commercial smash since its October 2023 release. Millions of hairs have stood on end across the planet thanks to the game’s mysterious and terrifying atmosphere, music, locations, monsters and – most importantly – its story.
That narrative for the Alan Wake sequel started long before the game’s release, and eagle-eyed players will have seen special connections to other titles across Remedy Entertainment’s wider universe.
TAKEOFF was asked to be part of that universe, expand on Alan Wake II’s lore and help introduce those connections as part of an international influencer marketing campaign, targeted toward some of the web’s top content creators.
We worked alongside Remedy to create a highly-detailed Alternate Reality Game (ARG) campaign to deeply involve 19 content creators in a series of incidents that happened before the events of Alan Wake II, making them a key reason why Saga Anderson and her team visit Bright Falls.
Set over the course of a few months, we created a series of plot-heavy kits introducing influencers to the FBI as ‘Rookies’; fresh agents given files from unsolved missing persons and murder cases in Bright Falls.
Kits included tools to help them find links between the cases, including a UV light and personalised FBI ID. Evidence was also created for kits that influencers would have to use their wits to uncover links to, as well as using the tools available to them to discover secret hidden messages from an unhinged cultist.
Once they had made and reported key observations to their supervising agent, their work would prove to be the catalyst to send Saga to Bright Falls, starting the events of Alan Wake II.
And, as a special thank-you, our rookies would receive a final kit full of cool Alan Wake II gifts and goodies!

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