To build buzz for Sony's latest "Twisted Metal" video game, Deutsch LA staged a real-world shootout, with fans firing machine guns and detonating bombs via their home computers. Fans used social networks to compete for the right to participate, with winners getting the right to fire remote-controlled M249 SAW light machine guns at pianos, oil drums and trucks. The event drew about 319,000 site visitors, and generated around 10,000 social media comments, says Deutsch digital chief Winston Binch.

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