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The most powerful command on Twitter is the @ function, used to direct a message, bestow praise or ruin a political career.

Now Alex Godin has tapped the service as a platform for a new viral game, SleepWithTheFish.es, which he debuted at NY Tech Meetup.

Users are assigned a target, who they must rickroll into clicking a bit.ly link with a "lure", the kind of suggestive, irresistible tweet that would make a professional spammer proud.

The caveat is that if the victim catches on, they can send their would be assassin to an early grave with defensive manuevers.

Godin, the son of best selling author Seth Godin, is on his way to a new kind of mass market fame, one that involves viral projects in place of didactic non-fiction.