The "Try Everything Challenge" invites iPhone users to compete for a high score in a fruit-smashing game within the existing Tyson Main Event game. The highest-point earner wins a trip to Las Vegas in October to train with Tyson. SoBe worked with iPhone game developers RockLive and Omnicom's OMD Gaming and OMD's Ignition Factory on the initiative. Mike Tyson: Main Event has attracted 1.6 million downloads so far since its March launch.