In keeping with our mantra to bring gamers into the game, we built the site using the Unreal 3 engine, a first for the industry. This allowed us to customize an actual level from the game to create a fly through of a ruined city. We also worked closely with the game’s writer to create compelling content bridging the narrative 6-month gap between games. Said content could only be unlocked by entering serial numbers inscribed on custom-made dog tags. We also credited the users who found the tag with a mention in the content loading screen. And grounding the experience more deeply in the fiction, the site is seen through the lenses of Jack, a trusty robot sidekick searching for its squad.