In Hitman 2, you play as the iconic Agent 47. But what about Agents 1-46? Or 48 onward? What does it take to acquire that illusive License to Kill from the International Contract Agency? Fans had the opportunity to find out during PAX West. On August 31st at 10:00am (the exact time the Hitman 2 developer panel ended), three 4-hour live streams activated on Facebook, Twitch, and YouTube with a mysterious number: 1-833-HIT-4747. Fans were encouraged to call or text the number, where they would be quizzed by live actresses to see if they were Agent material. Rewards were offered to the callers, including game giveaways and the chance to win a trip to the game developer’s studio in Copenhagen. The activation was an unabashed success, with the call center receiving over 13,000 calls, 1,500 texts, and a Clio Award to boot. Our team of course was also responsible for Hitman 2’s organic social campaign — which involved highly customized social content promoting the creative gameplay, mission levels, and serialized content like “Kill of the Week,” often featuring diverse weaponry. In Hitman 2 everything is a weapon, from a handgun to a muffin: and followers were rewarded for their creativity. We even gamified playthroughs ahead of release, polling audiences on which weapons to use for a sample kill and debuting the winner in IG stories, making their social channels a hub of exclusive content for fans of the franchise.