Objective: To launch ESPN NFL Football, a new video game from Sega, we created a piece of live, interactive theater which played out in real time over a four month period. The target was hardcore video gamers. Media: The performance took place primarily on the web, including three separate websites, but also included viral videos and voicemails, posts at independent gaming sites, e-mail, :30, :15, and :5 second television commercials, small space newspaper ads, physical stunting, mailing actual beta copies of the game directly to a small group of gamers, and finally the distribution of flyers. Ultimately two additional websites were created by fans who were caught up in the story. Execution: Working with Haxan Films (Blair Witch) and Chelsea pictures, actors were cast to play the main roles including Beta-7 himself. These actors played their roles 24/7 for the entire 4 month period, answering posts on the blog, answering e-mails, even being interviewed by the gaming press. Relevant URLS: 3 main sites: www.Beta-7.com www.Gamerchuck.com http://216.120.243.164/~hmklabc/private/users/admin/files/002/