The delegates at this year’s Cannes Lions Festival will be invited to join a multiplayer online game through the launch of the official Cannes Lions app. They will be awarded points called Pings. The more Pings the more chance one has of winning a daily prize. The scoring system was dreamed up by media agency PHD. It is based on an internal system which the agency uses to encourage collaboration between international offices. PHD are fielding a speaker, Jane McGonigal on the subject of gamification at the Cannes show. She is a well-known designer of alternate reality games.

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