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A leading automotive company needed to create brand awareness and educate consumers about its new hybrid car model amongst men and women aged 18-34. With media fragmentation making it harder than ever to deeply engage with its target audience, the automaker wanted to make sure its message would break through and generate interest in a new hybrid model. The advertiser knew its audience would connect with the familiar trivia TV game show format of 1 vs. 100 on Xbox LIVE but had no idea how impactful the multiplayer interactivity would be. Through 15 second in-game, "Commercial break" video spots, the automotive company was able to reach a highly social, influential audience of men and women aged 18-34.
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