Five by Five and the Viral Factory wanted to create a viral piece that demonstrated how amBX could enhance your PC gaming experience. The piece had to tap into the current YouTube and Machinima (using a game engine to create a movie) culture. The movie was filmed to look as if it was shot on handy cam and an ex-games developer created the menacing central character. The viral was placed on its own page where visitors could view and download the movie. Results were fantastic: over 400,000 views in the first three weeks, over 1.8 million views on YouTube and a CTR of over 11 per cent. The piece has won numerous awards including the only UK Gold Cyber Lion in Cannes.
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