The lifestyle website for lovers of movies, music, gadgets, and gaming has begun their quest to find what a geek in the 21st century is, and to crown the person who best embodies it.
The competition is taking place across Facebook and other social media channels such as YouTube, Twitter and Flickr to the widest possible audience.
Five finalists will be chosen from hundreds of entries and invited on an all-expenses-paid trip to the London event on Thursday 25 November, 2010.
The grand winner will be named the Geeks.co.uk's Geek of the Year 2010; receiving a prize pack of gadgets, goodies, an editorial spot on the website and a luxury holiday worth £5,000 with £1000 spending money.
The evening – which in partnership with mobile giant T-Mobile – will feature a panel of guests judges from top media agencies and household brands each speaking on the new definition of what it means to be a geek.
The awards ceremony will feature an 80s geek chic theme with performances from indie young bucks Ex Libras and Mojo, Q and Kerrang award favourites A Badge of Friendship.
Ally Millar, editor of geeks.co.uk said: “The definition of geek has changed and we want to celebrate its new status. Traditionally, it described someone in thick black glasses with an unhealthy interest in technology and sci-fi but this stereotype has evolved into something sexy and more mainstream.
“Films and TV shows are now made with the 'geek' figure as the protagonist rather than a humorous sideshow and geek chic is now a widely adopted fashion statement for both men and women. Given the popularity of our site and our growth over the last year, I'm convinced the term no longer has negative connotations but is a positive concept – and one to be embraced.”