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Microsoft beta tests new Xbox advertising format

Toronto-based sandwich chain Subway Restaurants has begun a new advertising campaign via Microsoft's Xbox Live video game service. The company is part of a beta test being conducted by Microsoft Advertising of a new ad format that makes use of the Kinect motion sensor for the Xbox. Subway's campaign will take the form of a 30-second video with which consumers can interact by waving their arms or speaking. The ad will promote a new menu item called the Tuscan Chicken Sandwich. The video will appear in a square on the Xbox Live dashboard. "We are excited that Subway Restaurants has signed on as a NUads beta tester in Canada," said Eyal Zilnik, gaming sales solutions executive at Microsoft Advertising. "Microsoft developed NUads to breathe new life into the standard 30-second spot. With NUads, Subway can engage with audiences and get immediate feedback, making TV advertising actionable for the first time." Subway's participation in the beta test was arranged by Carat of Toronto.

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