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Mediacom UK | EA/Need For Speed | Engaging The Hardcore
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| Despite being launched in a highly competitive market, the fourth edition of the video game Need for Speed had to perform at least
as successfully as its predecessors. Mediacom created a campaign with sufficient street cred for hardcore gamers, by hiding messages
in mass market interactive TV communication. Only by obtaining a secret code - seeded into online gaming environments - could devotees
watch uncensored footage, and interviews with real-life canyon racers. The secret could then be passed on to other gamers, creating
a virtuous circle. |
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