Robbins Diamonds

On a sunny day last fall, there was a strange sight in Center City Philadelphia. More than 650 people, wearing bright purple T-shirts emblazoned with a cartoon of famous Philadelphia jeweler Jerry Robbins, tore up the town in a citywide treasure hunt to solve riddles, reach locations, and answer challenges, all in the hope of finding a $20,000 Hearts On Fire diamond ring. The jeweler is well-known in Philadelphia for creative marketing, including a goofy mascot of himself that performs at professional sports events. But for this event, Robbins Diamonds partnered with Hearts On Fire and SCVNGR, a high-tech mobile gaming and promotion firm, to create the First Annual Robbins Diamond Dash, held Oct. 18, 2008. Working in teams of two, participants literally ran all over town following text-message clues in search of the Hearts On Fire ring. Hearts On Fire supplied the prize ring and also c

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