(LITERAL) TRIGGER WARNING: We had to create a lot of hype for a new version of a classic PlayStation car combat game. We were given a small budget and a prop death-machine ice cream truck to engage fans.

This game’s fans would rather shoot the car with a gun than a camera, so that’s what we let them do.

We created a two-day online event where you could shoot a remote-controlled machine gun at Sweet Tooth's ice cream truck. 

First, we sent this bullet-riddled announcement poster/invite to key members of the press and gaming influencers.

Then we launched this event teaser video on YouTube featuring the game’s brash creator.

The announcement video drew more than a million views in one day and was picked up by over 85 news sites. We had over 100,000 people register through Twitter and facebook by the time the event went live.

Is it wrong to let people fire a real machine gun over the internet? Yes. I would not do this today. But at the time, for this game, and with the technology involved, it was groundbreaking.