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Eight 30-second, animated Webi-sodes play a large part in a Q4 multimedia campaign for Nintendo Game Boy Advance SP from Seattle-based Sedgwick Rd. The shorts, found at www. startmayhem.com, bring the inanimate Game Boys to life. Banners running on MTV.com and AOL, among others, promote the site. The push, which started last week, also includes print and TV ads. Nintendo spent $35 million on measured media in 2003, per Nielsen Monitor-Plus .
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