• by OMMA Magazine Writers , August 22, 2011

Combining the real with the virtual world, Moxie designed a campaign to build Verizon into the Alan Wake story line by making the carrier part of the narrative in the game. An in-game Microsoft Tags captured with a physical Verizon mobile device gave thousands of gamers exclusive content, expanding on the story line as it played out on the screen. MTags led gamers to clues, bringing the game through the screen into real life. One tag leading players to Alan Wake's voicemail gave clues about the relationship with his kidnapped wife, Alice, making it an excellent example of blurring the lines.