To celebrate the Art Institute of Chicago\'s new season (500 Ways of Looking at Modern), 500 red cubes were placed around the city. Each cube had a URL and password written on it. Once the password was entered, each cube finder was given an art project to do with their cube. Over 300 cubes were registered, and all art projects were tracked through a website, 500-ways.com. It was the most talked-about marketing campaign in the Art Institute's history