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We used traditional mediums in nontraditional ways. We teamed Yaris with the CW Network’s hit show Smallville and got Yaris written into the show’s story line each week. DC Comics animators drew Yaris into content wraps, an online game used clues found in the Yaris, and we sent street teams to hit comic stores in major markets and distribute 15,000 copies of the Metropolis Inquirer and 11,000 flash drives.