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In the strangest coupling we have yet to see, Nintendo and Pennzoil have teamed up to create one of the most brilliant examples of gamification in recent history. At SXSW this year, the pairing made a live Mario Kart track driven by integrated electronics. Around each turn sat a tag that either sped the player up, or in the case of the dreaded red turtle shell, slowed the driver to a halt. Players could then share their laps on social media for the world to see.