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XM Radio wished to position as the leader in satellite radio with the young male core-influencer audience, driving brand awareness and consumer interest. To master these challenges Massive designed and executed a multi-title in-game advertising campaign and then surveyed gamers in select titles, including Def Jam: Icon, to determine the campaign's effectiveness in driving key brand metrics. With this solution XM realized up to 77% increases in brand rating, purchase consideration, and brand recommendation among gamers who saw the ads.
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