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From AdWeek:

LivingSocial, a Groupon rival in the deal-of-the-day category, says its local deals "drive you to surprising and delightful experiences." So, why not literally surprise and delight people—and drive them there, too?

That was the thinking behind the LivingSocial Taxi, a two-day stunt in London conceived and executed by Mind's Eye Media. Unsuspecting passengers who hopped into the taxi found themselves in a weird game show-like environment. They could continue to their destination, or "roll the dice" and embrace an unexpected, exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and personal.