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On February 9, 2009, Fox launched Dollplay, a participation drama centered around Dollhouse. It involved using interactive webisodes and a user forum to drive a viral marketing campaign. The campaign asked users on the Fox Dollhouse website to "Save Hazel!" Hazel was a character trapped inside the Dollhouse in real-time. The campaign was called "Dollplay" according to the official Fox press release and was created by the company P "a radical production outfit from Sweden". Five videos released in a four-hour span showed Hazel entering a room, turning on the light, and messing with a computer. That's when the room locked her in and started to move. She approached the camera and yelled for help just as the transmission cut off.

On February 12, 2009, Fox opened the website up to further exploration, and interaction with the main character was now possible via Webcam. It is not yet clear how the character in the viral marketing campaign related to the TV show Dollhouse, but both dealt with science fiction and mind control.

On February 28, 2009, the Dollplay alternate-reality game ended with players saving the fictional Hazel. After Hazel was saved, she told people that there are "Dollhouses" all over the world that imprint them and change them; these include schools, parents, religion and government. She essentially tells people to think for themselves and then leaves the container she is trapped in and the game ends.