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London's FIRST hi-tech scavenger hunt
- Mind Candy invites you into the mysterious world of Perplex City -

Date: Saturday February 25th, 2006
Time: 12pm to 6pm

Mind Candy, the creators of Perplex City - the world's leading alternative reality game, are hosting a unique live event in the city of London, and you're invited!

For three hours, over 200 Perplex City players will race around the city competing in a hi-tech scavenger hunt for prizes and glory. Teams of six will be presented with a number of challenges including:
- Solving puzzles across a one mile square area of London.
- Forming a human chain between points in Trafalgar Square.
- Finding a painting via a maze map of the National Gallery.
- Creating a choir with other teams to sing in the centre of Leicester Square.
- Squeezing as many people you can into phone boxes.

During the game a LIVE leader board will capture answers via text messages, the system will also be able to receive mini digital films and photographs from the players on their progress. In turn, players will receive updates every half hour giving their score as well as announcing the team currently in the lead, the players will also receive (via their mobile phones) mini clues and puzzles to solve during the game.

Due to the snowballing popularity of Perplex City, the event is already a sell-out with all 220 spaces filled despite nearly one thousand registering to attend. However, there will be a limited number of places for the media. We'd like to invite you along, not only to witness first hand London's first ever hi-tech scavenger hunt but also to get a feel for the game that's been causing a buzz across the world.

Perplex City, part puzzle, part game and part story, will eventually lead one person to the mysterious "Receda cube" that has been stolen and buried somewhere on Earth. The first person to solve the web of intrigue and locate the hidden treasure will win £100,000 reward. Whilst the scavenger hunt won't provide additional clues to the game it will be a unique opportunity for game players to meet and swap clues and answers - forging the game ahead.

- Ends -

Editors Notes

If you'd like to attend, receive more information about Perplex City or Mind Candy, or would like a press image please email OR call 0870 420 4478.

About Alternative Reality Games
Alternative Reality Gaming is an emerging games genre which has reached out to a new breed of gamers - these people range from silver surfers, women, teens, office workers, in fact, they are pretty much anyone you know!

What's interesting is that big brands such as Audi and Warner Brothers have already tested ARGs (The Beast and The Art of H3ist) on their customer base to huge acclaim. The purpose is to create deeper links with potential customers, immersing them in their brand in a new and engaging way.

But what exactly is an alternate reality game? ARGs cross all media and deliberately blur the line between the in-game and out-of-game experiences, often being used as a marketing tool for a product or service. While games may primarily be centred around online resources, often events that happen inside the game reality will "reach out" into the players' lives in order to bring them together. Elements of the plotline may be provided to the players in almost any form of media including email, adverts in the press, sky writing, live events and direct mail.

This press release was distributed by ResponseSource Press Release Wire on behalf of Firebox in the following categories: Children & Teenagers, Men's Interest, Entertainment & Arts, Leisure & Hobbies, Consumer Technology, Media & Marketing, for more information visit