Microsoft is no stranger to viral marketing, the practice of alternate-reality games or "leaking" bits of info with disguised clues and word of mouth. Halo 2 had ilovebees.com, and the Xbox 360 had ourcolony.net.

When Hex168.com burst onto the scene, it didn't take long for Web sleuths to trace the site back to Microsoft, and it was ultimately discovered that the purpose of the campaign was to promote the Xbox 360 by way of a contest. Winners would receive an Xbox 360 bundle that included the console, some games, and other 360 knickknacks.

It turns out that winners will be getting a tad more than that. Microsoft today revealed that the contest, which asks contestants to submit photos or video of "the power of hex," will send some gamers to a launch event for the Xbox 360, which takes place roughly a week before the console's November 22 kickoff.

Microsoft is targeting the event at hardcore gamers, and it won't be gussied up with second-rate celebs or apple martinis. The event will be held in "the middle of the desert," and is described as "Burning Man meets E3," a reference to the art festival and game trade show, respectively. Winners of the Hex 168 contest will be VIPs at the event and will receive plane fare and hotel accommodations.

Those at the launch event will be able to try out the 360 on high-definition monitors, sample some never-before-seen games, witness some live entertainment, and receive a unique Xbox 360 gift.

For more details on the Hex 168 contest, check out the official Web site.