Duane Reade Expands Digital And Social Footprint Through Integration With Ingress, A Massively Multiplayer Location-Based Mobile

  Duane Reade Expands Digital And Social Footprint Through Integration With
Ingress, A Massively Multiplayer Location-Based Mobile Game From Niantic Labs
                                  At Google

PR Newswire

NEW YORK, Feb. 5, 2013

NEW YORK, Feb. 5, 2013 /PRNewswire/ -- In an effort to increase 'share of
voice' (SOV) and customer engagement, Duane Reade, New York City's largest
drugstore chain, has significantly expanded its social media and digital
efforts to include innovative social amplification programs with a core fueled
by a select team of specialized VIP Bloggers; now the company's 250+ locations
are integrating into Niantic Labs' new mobile game, Ingress. Duane Reade is
one of the first retail partners in the New York Metropolitan area for
"Ingress", which blends the physical and virtual world to create a
one-of-a-kind gaming experience. All Duane Reade stores will offer players of
Ingress a new way to connect with the world around them.

The game's premise involves a team of scientists in Europe that have unearthed
a mysterious energy called Exotic Matter (XM) which is believed to be
influencing the way humans think. Players in the game will choose a side,
either "The Enlightened" seeking to embrace the power that this energy may
bestow or "The Resistance" working to defend and protect against that same
power. Once they have picked a side, players will have to move through the
real world around them to discover and tap into sources of this mysterious
energy. They will be able to acquire objects to aid in their quest, deploy
technology to capture territory, and ally with other players to advance the
cause of their faction.

"Customer engagement strategy via location-based gaming has elevated to new
levels and Duane Reade understands that", said Calvin Peters, PR/Online
Manager for Duane Reade. "Strategically engaging gamification experiences that
utilize LBS platforms are becoming increasingly relevant as mobile
concentration within the retail space continues to expand. It's important for
us to be where our consumers are; including the virtual world. We're excited
to have this opportunity to work with Niantic Labs at Google and participate
in this exciting new endeavor while continuing to provide the best possible
customer experience."

A global collaborative effort, "Ingress" players can interact with other
players around the world, plan their next steps and communicate via an
Intelligence map. An Investigation Board filled with cryptic clues and secret
codes await each player as the story evolves daily with powerful secrets and
game elements ready to be unlocked. Frequently used for information deployment
by the National Intelligence Agency, Duane Reade's knowledge of or involvement
in Ingress remains unclear.

An Ingress logo is located on the front window of Duane Reade stores around
the city signaling players of the company's participation and the existence of
a value-added game asset located inside the store. Each asset will display its
own unique code, which gives players a range of resources for playing the game
including energy (XM), offensive and defensive game objects (resonators,
weapons, shields) and possibly media objects. Each code may be used only once,
but can be shared with each player's online community. As the game evolved,
cooperation across neighborhoods, cities, and countries will be needed to
achieve the ultimate victory for either faction.

About Duane Reade
Founded in 1960, Duane Reade is the largest drug store chain in New York City.
In keeping with the company's brand vision of New York Living Made Easy, Duane
Reade provides New Yorkers with prescriptions, health products and services,
beauty products and services, food and convenience items for daily life in the
City...everything for "How I Feel", "How I Look", and "What I Need Now". The
company operates 250+ stores throughout the metropolitan New York region.
Duane Reade is part of the Walgreens family of companies, the nation's largest
drugstore chain with more than 8,000 stores in all 50 states, the District of
Columbia and Puerto Rico.


SOURCE Duane Reade

Website: http://www.duanereade.com
Contact: Calvin Peters, Duane Reade, +1-212-356-6827, petersc@duanereade.com
or Kara Silverman, 5W Public Relations, +1-646-862-6376, kara@5wpr.com
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