A method comprising: monitoring a geographic position of a mobile device having a display, a GPS sensor, and an image capture device, by the mobile device in communication with one or more servers, assisting a user of the mobile device in a search for a target at a target geographic location, using the mobile device, comprising: displaying, on the display of the mobile device, location information for a first checkpoint at a first geographic location that is different from the target geographic location, to assist the user of the mobile device in reaching the first geographic location from the geographic position of the mobile device indicated by the GPS sensor; after the mobile device reaches the first checkpoint at the first geographic location, displaying, on the display of the mobile device, location information for the target, to assist the user of the mobile device in reaching the target geographic location from the geographic position of the mobile device; after the mobile device reaches the target at the target geographic location, displaying, on the display of the mobile device, a display image captured by the image capture device including the target, the target being a physical object, wherein the image capture device is configured for capturing the display image from a plurality of different orientations based on changing a physical position of the image capture device; and activating the target, using the mobile device, wherein the target is activated by image capture of the physical object by the mobile device in dependence upon the physical object being captured in the display image from a specific orientation of the plurality of different orientations based on the changing physical position of the image capture device; and providing a reward to the user after the target is activated. monitoring a geographic position of a mobile device having a display, a GPS sensor, and an image capture device, by the mobile device in communication with one or more servers, assisting a user of the mobile device in a search for a target at a target geographic location, using the mobile device, comprising: displaying, on the display of the mobile device, location information for a first checkpoint at a first geographic location that is different from the target geographic location, to assist the user of the mobile device in reaching the first geographic location from the geographic position of the mobile device indicated by the GPS sensor; after the mobile device reaches the first checkpoint at the first geographic location, displaying, on the display of the mobile device, location information for the target, to assist the user of the mobile device in reaching the target geographic location from the geographic position of the mobile device; after the mobile device reaches the target at the target geographic location, displaying, on the display of the mobile device, a display image captured by the image capture device including the target, the target being a physical object, wherein the image capture device is configured for capturing the display image from a plurality of different orientations based on changing a physical position of the image capture device; and activating the target, using the mobile device, wherein the target is activated by image capture of the physical object by the mobile device in dependence upon the physical object being captured in the display image from a specific orientation of the plurality of different orientations based on the changing physical position of the image capture device; and displaying, on the display of the mobile device, location information for a first checkpoint at a first geographic location that is different from the target geographic location, to assist the user of the mobile device in reaching the first geographic location from the geographic position of the mobile device indicated by the GPS sensor; after the mobile device reaches the first checkpoint at the first geographic location, displaying, on the display of the mobile device, location information for the target, to assist the user of the mobile device in reaching the target geographic location from the geographic position of the mobile device; after the mobile device reaches the target at the target geographic location, displaying, on the display of the mobile device, a display image captured by the image capture device including the target, the target being a physical object, wherein the image capture device is configured for capturing the display image from a plurality of different orientations based on changing a physical position of the image capture device; and activating the target, using the mobile device, wherein the target is activated by image capture of the physical object by the mobile device in dependence upon the physical object being captured in the display image from a specific orientation of the plurality of different orientations based on the changing physical position of the image capture device; and providing a reward to the user after the target is activated.