Masked Nude Competition To Invade Streets Of Montreal (or the varied uses of social media)

Noticed this item on the newswire this morning:

Reminder: Masked Nude Competition To Invade Streets Of Montreal

Controversial New Event Promises To Provoke And Entertain City

Attention: Arts/Entertainment Editor, City Editor, Lifestyle Editor, News EditorMONTREAL, QUEBEC, MEDIA ADVISORY--

(CCNMatthews - March 16, 2007) -
Citizens of Montreal may notice some strange behaviour on the streets this month. An extreme scavenger hunt called Faceless Invasion will send hundreds of students across the city to perform a list of shocking tasks. The students work in teams which are independently of one another but coordinated through the Faceless Invasion website, SMS, and Social Networking websites such as Facebook and MySpace.

Full release here. March 16, 2007 - 09:01 ET

Talk about a hook. You have the words 'nude' and 'invade' in the same lead.

And it's not even frosh week.

More on this later, perhaps - we'll see how it gets picked up.