Or consider the deep engagement UPS sought during the peak-shipping season. Parcel deliveries through the 2015 holiday season (from the day after Thanksgiving to Christmas Eve) accounted for about 60 per cent of all deliveries made that year. When our client UPS wanted to underpin its promise of a hassle-free holiday (after a difficult holiday season in 2014, due to atrocious weather) we guaranteed that we could deliver not just gifts but also wishes. Through the Wishes Delivered campaign, UPS invited package recipients to post a wish on UPS.com, or via social media using #WishesDelivered, and for each wish donated $1 to the Boys and Girls Clubs of America, The Salvation Army, and the Toys for Tots Literacy Program. One of many wishes fulfilled resulted in the delivery of a truckload of snow to school kids in Texas who had never seen the frozen white stuff. Such programs create personal engagement at a very high level. Implicit in them is an element of play. Can I beat the system and change the Facebook algorithm? Can I make a wish that will be fulfilled against all apparent odds? But what happens if the play becomes explicit? Enter the world of gaming, the point where content moves far beyond engaging and mildly immersive to being absorbing and completely immersive. UPS used crowd-sourcing and a donation scheme to create a programme which solicited wishes for the holiday season. “Wishes Delivered” generated a cash contribution to charities for each approved wish. It was throughly engaging, but what really made it immersive was the stories. Stories like that of Carson, (the child in the middle), a young boy who formed a fast friendship with, and deep admiration of, Mr Eddie, his regular UPS driver. In fact, Carson had his