This mass-player AR game from Tokyo-based Ubiquitous Entertainment and the Ministry of Economy, Trade and Industry was designed to show off the capabilities of augmented reality, and sent players spanning out across Shibuya searching for codes to find the hideout of a secret society called "Moonlights." Those who completed the mission were entered into a raffle for an Apple iPad.

As it happens, according to reports, people ate and shopped at locations featured in the game, both during and after gameplay. 

One can only imagine how such a thing might be put to use by the likes of Foursquare here in the US, with a major brand as the sponsor. 

(Hear my interview with Foursquare co-creator Dennis Crowley for my new book THE ON-DEMAND BRAND - out April 28 from AMACOM, here.)

And read more about Crimsonfox, here.

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