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Widely acclaimed as the standard-bearer of music video games and the best-selling game in the category, DanceDanceRevolution has defined a genre. DDR is no longer just a game, but a phenomenon. However, as Konami releases new DDR titles each year, the brand has become somewhat stale with the media. B/HI devised and executed a comprehensive consumer PR campaign designed to take advantage of all the activity surrounding the brand to reinvigorate it with the media and generate widespread coverage outside traditional video game review columns.
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