CNNMoney.com: Web-enabled game consoles are giving marketers new ways to target those elusive young males with money to burn. Cadillac tried a novel approach last year to get young male car buyers excited about its tricked-out V-Series Collection luxury vehicles. Rather than make its pitch through magazines, TV commercials, or online display ads, the automaker took its campaign to the Xbox 360.

Through an arrangement with Xbox Live, gamers were invited to download and put through their paces three virtual V-Series cars in a popular high-speed driving game called Project Gotham Racing 3. In less than six months, more than 240,000 players snagged the game. All told, they raced the cars more than 1 million times.

At a time when advertisers are struggling to get the attention of the mass audiences they used to reach so dependably through broadcast and print media, successes like Cadillac's offer a beacon of hope.

Games advertisers love most [CNNMoney.com]

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