The Gears of War 2 site was constructed around premium unreleased content, solely unlocked by dog tags which were hidden in both online and offline worlds. Within the main experience, GPS coordinates for each tag where hidden within a 3D treasure hunt, community forums, Twitter and Flickr. It was then up to the community to hunt down these tags and release the content for their brethren. 1000 tags were scattered around the world, each with a unique serial number, to fuel the craze. With GPS trackers in hand, users located each tag, entered a serial number stamped on each tag into the website to unlock surprise content from downloadable wallpapers, icons and ringtones. Users who took the journey to unlocked site content also had their names included on the final credit roll for GOW2.