"To engage hard-to-reach teenagers for Qwest cellphones, we created a seminal Big Urban Game called Conqwest. The downtown districts of ten western cities from Phoenix to Denver became 'game boards' for rival high school teams of teens. The playing pieces were twenty-foot high inflatable animals like grizzly bears and mountain lions. The clues were semacodes (a variant of barcodes) that appeared on taxitops, billboards, flyers and coffee cups. Players photographed the semacodes with their Qwest cellphones, sent the photos to a Web site which in turn told them how to move their inflatable animals and win points. Conqwest sold a lot of phones and got a lot of free airtime on numerous local newscasts."