Last Call Poker was created for Activision to promote the Fall 2005 release of GUN Make westerns relevant to today's gamer FPS audience, build awareness for the title and drive launch sales. Built around an online poker site, Last Call Poker undertook the challenge of making westerns relevant to today's gamer FPS audience through an interactive narrative featuring six stories of quintessential American violence, tracking back in time from present to past, and ultimately leading to the time of Activision's fall 2005 release, GUN. Players and press followed trails of blood from virtual poker tables to the ultimate Last Call: real graves and graveyards around the country. Over half a million players actively participated during the 8 week campaign. The campaign was designed to get players engaged in a viral narrative that blurred the line between fiction and reality. Using a flash based, no download poker engine, the players were invited to play poker (choosing from a variety of characters) to gain clues and access content hidden on the site. By providing incentives to players to pre-order GUN and offering the chance of discovering secrets which would gain them weapons and extra gold within the game itself, Last Call Poker was unique in its integrations between the marketing campaign and the product. In addition to the vibrant online community that developed around the virtual poker tables, Last Call Poker drove the play experience into the real world – in graveyards around the country. Participants in selected cities were invited to attend memorial services for Lucky Brown, the fictional financier of Last Call Poker, and play a round of Tombstone Hold’em with the broader community of enthusiasts. Participants were also invited to share their own stories and pictures related to life in the hereafter, resulting in a vibrant and touching collection of user-generated content. Over half a million players actively participated during the 8 week campaign. lastcallpoker.com