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“Cool Flame“ stands out from conventional game-style ads due to its cinematic approach. The sophisticated, Sixties-style graphics format, the animation and catchy music form the high-quality background for hours of gaming fun. The expectation that builds up between the two protagonists in the game – a cool reporter and a sultry songstress – provides an additional edge. The plot develops over all five episodes, with a cliffhanger at the end of each episode to increase the user’s curiosity about the next installment. Amusing voiceovers bring the game’s protagonists to life in entertaining dialogues. An added element of excitement is injected by the mystery of which episode will first reveal the new BMW 1 Series. Helpful hints and an automatic time-out ensure users never reach a dead-end. At the end of every episode, an exclusive download is offered as an added attraction (e.g. a version of the jump 'n' run game with extra levels).