Our objective was to ignite people’s imaginations rather than deliver a laundry list of features. Playb3yond.com delivered our message to the masses perfectly. On the surface, the site contained 5 educational movies that explored the capabilities of the PS3 using nature metaphors to explain complex technologies. Hardcore gamers could also access a hidden section of the microsite where exclusive content could be unlocked by decrypting a new PlayStation code language. The key to deciphering this language was hidden in wild postings around the country and seeded virally online.