Qwest wanted to increase consideration for their broadband Internet service among gamers. The Protect Ur Rep contest offered Xbox LIVE gamers the chance to have their avatar cover Qwest’s in-game ads. The contest was a first for Qwest and Xbox LIVE. By appealing to gamers’ competitive nature and hunger for recognition, it got them to engage with the brand and actually seek out advertising.
CD: Glen Fellman AD: J.D. Humphreys CW: Reid Hultman
Agency: McKinney, Durham