author who served as I Love Bees writer, and Jim Stewartson, I Love Bees technical lead who produced the first commercial 3D game delivered by the internet. Weisman stated that the goal of I Love Bees was to utilize every person who interacted with the game, and to use any electronic resource to do so: "If we could make your toaster print something we would. Anything with an electric current running through it. A single story, a single gaming experience, with no boundaries. A game that is life itself." 42 Entertainment conceived I Love Bees as a radio drama, and used the pay phones as a way to excite players. Chris Di Cesare, Microsoft's director of marketing, stated that the radio drama's similarities with War of the Worlds was intentional, and that "[ILB] remains true to the radio drama tradition of Orson Welles that we were shooting for and also allowed us to tell the story in an unorthodox way." In order to prevent non-players from being scared by the sounds of gunfire from the pay phones, 42 Entertainment established passwords that had to be repeated. Stewart described writing for the game as more enjoyable than writing printed fiction, both for the money and the unique experience of ARGs as opposed to other media: The audiences that we built for those campaigns are having a different experience. They're having a collective experience in which they literally bring different pieces, one to the next, swap them back and forth, gossip about them. They have an element of cocreation and a collaborative nature that doesn't really have an analog that I've been able to think of in the arts. Reception I Love Bees is credited with helping drive attention to Halo 2; former Electronic Gaming Monthly editor Dan Hsu stated in an interview that "I Love Bees really got existing gamers and other consumers talking about the universe of [Halo]." Billy Pidgeon, a game analyst, noted that I Love Bees achieved what it had been designed to do: "This kind of viral guerrilla marketing worked ... Everyone started instant messaging about it and checking out the site." I Love Bees not only received coverage from gaming publications, but attracted mainstream press attention as well. At its height, ilovebees received between two and three million unique visitors over the course of three months. 9,000 people also actively participated in the real-world aspects of