McKinney
Qwest Communications, "Protect Ur Rep"USE OF GAMING
To market to the advertising-cynical video gamer demographic, McKinney decided to make their client's in-game billboards a vandalism target. The six-week long
Protect Ur Rep contest offered gamers a chance to plaster self-made posters of their in-game Xbox 360 avatars over Qwest ads for all the joystick jockey world to see. The incentive of bragging rights
piqued gamers in droves, with 400,000 nationalized uniques hitting the microsite (after seeing in-game ads), 81% of registrants actively competing and 50 percent of all registrants option to receive
Qwest info.