To immerse gamers in the world of Watch_Dogs 2, where a group of hackers go up against major corporations that are threatening citizens’ rights to privacy, we invited them to become actual hackers. To do this, we asked Canadians to join an secret group whose objective was to take part in the first-ever live hacking mission of a smart home. On October 13, 2016, for more than 45 minutes, gamers remotely hacked 51 connected devices while commenting on Facebook and YouTube live streams in real time. And as an added bonus, we also broadcast participants’ hacks in real time on a huge billboard in Yonge-Dundas Square, Canada’s busiest public place. What’s more, the fact that this was the first time an interactive ad created by a brand aired on Facebook Live sparked reaction on YouTube throughout the broadcast, resulting in 260 comments per minute and a total of 650,000 views.