Activity:
Launched Ubisoft's Fifth Element computer game at Virgin Megastore in Central London.  Launch event included the appearance of a model dressed as the Leeloo character from the game, plus a live competition to compete against fellow gamesters to win the first copy of the game before it actually went on sale.

Results:
Created significant customer interest and press coverage through the competition and the appearance 'Leeloo' who provided launch attendees with tips on how to successfully play the game.  Achieved several reviews in key computer games magazines by effectively engaging with the appropriate journalists.  Such reviews are proven to increase sales.

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