Well, apparently a puzzle/game company, Imagination Games, came up with a publicity stunt where they gave a puzzle to people waiting in line to buy an iPhone.
The hook?
If the line waiters solved the puzzle, the company promised to buy them an iPhone. Obviously, Imagination Games was betting against the line waiters' ability to complete the puzzle. Much to their embarrassment, they found that the group of hardcore Apple/tech/iPhone fans were quite adept at solving the puzzle.
Apparently there's been a lot of press around the event, so the publicity they wanted is definitely there...however they'll be out ~$600 a pop for each winner. The question is whether the publicity they earn will be enough. With their games averaging $20-50 retail, it'll take a pretty decent surge of sales to recoup quickly.
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