Booyah, developer of the popular location based app MyTown, today announced it is teaming with Abbott, the maker of ZonePerfect Nutrition Bars, to the be first brand to offer real prizes for the MyTown community.

The partnership will blend real and virtual worlds through the app, allowing MyTown users to collect prizes based on proximity to the ZonePerfect brand’s live.create. lounge venue at South by Southwest Festivals and Conferences in Austin, Texas, from March 12-21, 2010. Based on users’ GPS phone signals, virtual items will be dropped throughout the conference, which can be redeemed for thousands of dollars in iTunes giveaways by collecting points and visiting the live.create. lounge by ZonePerfect Nutrition Bars during the festival.

“Our ZonePerfect Nutrition Bars help refuel people who want to lead a healthy and active lifestyle,” said Monica Hysell, division vice president and general manager, Global Performance Nutrition, Abbott. “This includes South by Southwest Festival attendees who enjoy sharing their cultural experiences through social media. Now, festival goers can be rewarded virtually and in real life by exploring film, interactive events, and MyTown and enjoying our nutrition bars in the ZonePerfect live.create. lounge.”

MyTown continues to grow with a million-player community consuming more than 40 million virtual goods each week. MyTown differentiated itself with an addictive and immersive gaming experience where players spend an excess of 65 minutes per day within the app.

MyTown uses GPS features to allow users to check-in at real-world locations to unlock rewards. Players can buy and upgrade shops, enjoying MyTown ownership of their favorite real-life places. Users can also collect rent when other people check-in to their shops. The more a place is frequented, the more it raises the shop’s value and rent for the owner. In MyTown, players can also use power-ups to unlock more locations to buy.

Booyah’s company vision is to create new forms of entertainment to the masses by bringing together elements of the real world and the digital world.

ZonePerfect Nutrition Bars is the Official Nutrition Bar and a proud sponsor of South By Southwest 2010. The brand’s live.create. lounge will be open from March 13-20, at 503 Neches St. in Austin, Texas, hosting events and performances where visitors can nourish their passion for the arts and creativity in music, art, interactive and film. For more information, attendees can become a fan of ZonePerfect® Nutrition Bars on Facebook, follow the brand on Twitter or check out performances from the lounge on YouTube.

About Booyah

Booyah, headquartered in Palo Alto, Calif., is dedicated to creating new forms of entertainment to the masses by bringing together elements of the real world and the digital world. The entire development team draws its creativity not only from highly respected studios, including Blizzard Entertainment, Activision, EA, and Insomniac Games, but also from a vast array of industries, such as the semi-conductor, consumer web, and social gaming space. The Company is financed by Kleiner Perkins Caufield & Byers’ iFund. Learn more at www.booyah.com.

About ZonePerfect^®

The ZonePerfect brand provides balanced nutrition for busy people who refuse to sacrifice great taste. Full-size ZonePerfect Nutrition Bars and ZonePerfect Indulgence™ Nutrition Squares are a good source of at least 18 essential vitamins and minerals and contain 180-220 calories and 10-15 grams of protein per serving. They are available in 21 flavors that appeal to taste preferences at any time of day.

About South by Southwest

The South by Southwest® (SXSW®) Conferences & Festivals offer the unique convergence of original music, independent films, and emerging technologies. Fostering creative and professional growth alike, SXSW® is the premier destination for discovery.

Year after year, the event is a launching pad for new creative content. New media presentations, music showcases and film screenings provide buzz-generating exposure for creators and compelling entertainment for audiences. Conference panel discussions present a forum for learning, business activity thrives at the Trade Shows and global networking opportunities abound. Austin serves as the perfect backdrop for SXSW®, where career development flourishes amid the relaxed atmosphere. Intellectual and creative intermingling among industry leaders continues to spark new ideas and carve the path for the future of each ever-evolving field, long after the events' conclusion.

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