ConQwest, designed for Qwest Wireless in 2003, was the first ever use of semacode, optic codes scanned by phonecams. A city-wide treasure-hunt designed for high school students, players went through the city "shooting treasure" with Qwest phonecams and moving their totem pieces to capture territory. The winning team won a $5,000 scholarship for their school. Online, a web site showed the players' locations and game progress, turning it into a spectacular audience-facing event.

The game was designed to promote Qwest Wireless mobile phone offerings Ð and was wildly successful. Qwest extended it to 10 US cities, and made it an annual event. In its first year, it drew over 6.4 million earned-media impressions, often featured on the nightly news. It also won a Clio and many other awards.