NMC Grimaldi Grand Prix was a multi-channel game mainly played via mobile phones. The idea was simple: make a boring B2B event a VERY interactive happening. The game was created for the Nokia Mobility Conference event in Monaco. The more the participants used their mobile phones, the better they succeed in the game. The mobile site was used to find info about the event, to vote in real-time, to collect special points for the game, to find interesting business contacts through a mobile "matchmaker". Animated, real-time video screens showed game status in Formula 1 format, of course. A website was used to boost the event through nokia.com. 493 event participants made 40,698 hits in only two days!