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Most guys are obsessed with speed. We traced this fascination back to childhood. And so, we took the very first associations guys make with speed - the sound of racing. Speed of Sound was created, allowing people to power an F1 car with just the sound of their voice. Gameplay was engaging while simple enough so that anyone could pick it up. The game was launched online and as an on-ground activity. Prizes were given to gamers with the fastest lap time, encouraging repeat visits. Lap times were cross-posted on Facebook and Twitter, driving traffic to the game.