Everything around this game took place on facebook. To create a support base I posted pictures weeks before it started which I thought would appeal to the target group. These were images that were easy to share, but remained suggestive about what was about to happen.
After that, everything went by itself. The most important content was the content provided by the users. As a result, we also had reach within the player’s network. So we started with 250 players. If they each had 100 followers, you were soon much higher in your range. At the height there were 1800 players within Alphen. Local radio stations talked about hordes of people who were mobilized. All newspapers wrote about it (full page) and on the busiest day there were 800 movements of the skulls.
The slogan “Game On” has become a term among the players.