What Gillette likes is that the game actually lives on its own Web site, with FSV's sites handling the promotion.

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And, as Morgan did the planning and promotion for the 2011 festival, her former partners used an alias web site to broadcast their views on the lawsuit, disparaging her legal case and confusing the surfing and filmmaking community.

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Travelocity, the Web's biggest online travel site with 27 million members, wanted to take advantage of the promotion.

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