‘Talker’ screenings are proven to be  a highly successful peer to peer promotional tool for new films, so why not the launch of new game ‘Mass Effects 2’? Briefed by IGN, Stretch used The Vinyl Factory to create the right underground mood for the game. 50 +1 IGN Online competition winners were invited to attend an exclusive preview session ‘First Look’ at the game, including the opportunity to meet the manufacturer, play, and take a free copy home. The set up was simple with Gamer screens, Gobo branding and laser projections set against the darkened atmosphere. Beers and light snacks were served and players were recorded for their reviews of the game. Video reviews were posted on a specially created ‘First Look’ micro site on IGN.com