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University of Minnesota’s Big Urban GameImagine reinventing the streets of the Twin Cities from a new perspective: as the World's Largest Board Game.That's why University of Minnesota's Design Institute - a non-degree granting think-tank -- launched the Big Urban Game, tapping Maccabee Group to drive media coverage, online and public participation. Three 25-foot-high inflatable game pieces, pushed by college students, turned 108-square-miles of streets in Minneapolis and St. Paul into a game board, with Internet voting determining the route. The campaign generated a staggering 84 television segments from Philadelphia, Kansas City and Houston to Cleveland, Indianapolis, Minneapolis and New Orleans. Excitement built with a cover story in the Los Angeles Times, a mention in USA Today, a feature story in the Washington Post, and an 'All Things Considered" segment on National Public Radio. Thousands of citizens lined the streets to cheer on the Big Urban Game, and many more logged on to play the Big Urban Game online - leading to nearly 3,000 Web and blog mentions about the Design Institute. The University's Design Institute was thrilled when the International Association of Business Communicators of Minnesota honored its Big Urban Game with the "Best Special Event of the Year" Award. |
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