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Once upon a time, giants walked the earth. Okay, not really—but that's exactly what web surfers and bloggers believed after seeing Tequila's pervasive online campaign for the recently-released PS2 game Shadow of the Colossus. By creating a series of amazingly authentic videos, photos, interviews and news stories on news sites like CNN.com and BBC News, the agency was able to create real buzz over alleged scientific discoveries of the remains of ancient colossal creatures in Siberia, India, Iran and the Philippines. The giant-sized hoax was further perpetuated through podcasts, postings on rumor sites all over the web and a thoroughly convincing blog called Giantology, written by the world's foremost giantology enthusiast.