Execution
NewsBreaker Live surprised and engaged audiences before their 2007 summer blockbuster movies. A computer, a motion sensor and a projector transformed audiences into ‘human joysticks.’ Their cooperative movement controlled the game, as falling live headlines were caught for bonus points.

Results
• Post-movie survey: 86% preferred game to an ad. 75% more
likely to use msnbc.com.
• Overwhelming response from media, blogosphere, industry
thought leaders, cinema executives and other advertisers.
• 65,000,000+ earned media impressions and 225,000+ YouTube
views from a low, six-figure (USD) total investment.