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Big brands pull out all the stops to get attention at SXSW. But when it comes to deciding how to be memorable the rest of the year, things can get tricky.

That's the daily grind for Dario Raciti, director of Zero Code, OMD's interactive entertainment group, which works on everything from VR to video games to esports. His group worked with Gatorade to show off its "Beat the Blitz" game at SXSW, a VR game with Peyton Manning.

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