Created by Crispin Porter + Bogusky, the iPhone app (Android coming soon) lets you build your own light wall as you walk through the streets. (If you don't know what a light wall is, don't worry -- this game just isn't for you. And congratulations -- you probably managed to get a date in the 1980s.) In any case, the larger the light wall you build, the more likely other game players are to crash into it.
Of course, such a game requires other players for it to truly be the immersive experience the brand intends. So only time will tell whether the legions of Tron fans out there will decide to get in the Grid -- or if there will just be a handful of lonely light cyclists circling the block.
Stay informed. For a look at other well-executed branded social media moves, attend the iMedia Brand Summit, March 6-9. Request your invitation today.