The game, 'Go Tag' was played out in a street event in central Amsterdam, and involved an army of enthusiastic contestants equipped with HTC handsets running around the city and tagging each other with pictures.
Split into two teams the players had to 'tag' the other team, by taking pictures using an app on the HTC magic phone.
The team tagged the most lost. The team with the most tags won HTC Magics for everyone.
Fifty players were drawn from 200 applicants in five days on a specially set up Vodafone microsite.
The two teams played three rounds of five minutes and each team had a Dutch celebrity leader, singer and songwriter EliZe and TV presenter Dennis Storm.
Jon Carney, CEO of Marvellous, said: "Sharing complex technology stories with a mass market is tricky.
"We created the Tag Urban Game to show how capable the HTC Magic handset is, in a way that engaged and surprised people.
"An event like this creates a great PR story, delivers strong ROI and sets Vodafone apart from the competition."
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