It started with a 50 word email from Universal McCann. It ended up on TV screens throughout Europe, in five versions of FHM across the globe and engaged the average visitor to the micro-site for almost 10 hours. The FHM Xbox 360 Global Challenge was our way of convincing undecided players to upgrade from previous platforms and promote 5 key titles. Xbox 360 offers gaming experiences so immersive you could almost be there. Research proved this was a motivating factor for the undecided to upgrade. FHM offered a perfect target audience as 50% of readers played games. Find out more...

1. Create interest in the real life event whether power-sliding the Fuji Speedway or hostage rescue in the Nevada desert. 2. Build excitement for the games with extremely similar experiences available at home. 3. promote the console experiences only available on Xbox 360. The competition's focus was to legitimize the branded content, not to win a place. Reported activity always linked back to the games; FBI shootouts and fast cars, monsters, helicopters, madmen and bikini clad girls. The ultimate lad's mag feature!