Viral Marketing
28 Years Later
For Danny Boyle and Alex Garland's long-awaited sequel, I created the "Rageleaks" ARG, with secret websites, leaked government documents, and a discovery trail that helped make it the highest-grossing film in the franchise.
A secret website and the rage virus
Following clues hidden in trailers and social posts, fans discovered rageleaks.net — a fictional leak site filled with classified documents about the rage virus and the state of post-infection Britain, and filled with tantalizing hints about the evolution of the virus. I wrote and creative directed the entire experience: the ARG architecture, all in-fiction content, the discovery trail, and the mechanism that let fans sign up for special pre-release screenings.
Buzz around the campaign contributed to 28 Years Later becoming the highest-grossing installment in the franchise. The campaign continued after the release, leading into the next installment, 28 Years Later: The Bone Temple.
