For a game where everything's a puzzle, we created a campaign of the same sort. Seriously, every single ad was a riddle inside an enigma inside a Cockney colloquialism.
Elaborate newspaper cover wraps took over the front and back pages in 8 daily newspapers across the country. Newsies dressed in period garb handed out the papers to commuters. Every word was part of a riddle.
Wild postings extended the campaign. When scanned, the posters send a custom puzzle to the user's phone.
Lastly, on Michigan Ave. in Chicago we placed a London-style phone booth complete with antique phone wired with puzzles for passers-by.