Take 2 were looking for something radical to launch the sequel
to their best seller: Grand Theft Auto. They commissioned
a series of ideas that formed the basis of an extensive online
strategy to run throughout September and October 1999.
The project developed into a viral e-mail campaign that
was disrupted by an anti campaign - split into 2 series:
The Light Side - 10 e-mailer teasers that were sent out
to press and fan sites as part of the main launch campaign.
The Dark Side - a series of short movies that were brought
together in a web hack site. The movies were sent out by the
deranged Fuckstar - a fictional former employee of Rockstar
who had left the company under a dark shadow and was
hell bent on revenge
Devised as a low tech anti-site, only two people in Take2 and
Rockstar knew about the Dark Side.
There were numerous threats made to Fuckstar by fans and
'friends' of the Rockstar label, and an internet detective was
hired at a cost of several thousand dollars to try and find the
Fuckstar was never found and on launch day, hacked the
GTA2 launch site, replacing it with the Fuckstar anti-site.