GIVING FANS A PERSONAL EXCUSE

Xbox One was about to launch and our Xbox client wanted something fun to add to their release day efforts.
It’s a long-standing joke among gamers that release days are “sick days.” So, we decided we’d give our gamers something to make it easier to disappear for a day or two. We created a Mad Lib style doctor's note that excuses fans from work and school.
Popular gaming sites and forums enthusiastically covered the campaign. The landing page even created buzz in the national media and was covered by NBC, NPR, and others.
And we won a People's Choice Webby for this.