Playing off a dystopian post-Nazi world, the campaign concept took on themes of propaganda, media blackouts, culture jamming, overreach, and omnipresence.
The Bethesda Softworks site is subverted to show only Wolfenstein launch propaganda.
On launch day Wolfenstein drops across a number of gaming sites with full page takeovers.
A full banner flight is launched with "subliminal" messaging.
Life-sized subway takeovers and train wraps bring the threat to New York.
Magazines, billboards, poster bombing, bus shelters, and light boxes added infill presence and visibility to the campaign.