Cards Against Humanity doesn’t approach its marketing efforts like most companies. Nominally, they sell a highly irreverent card game where players compete to find the most outrageous response to a prompt from their hand of cards. In practice, the Chicago-based company has used its past successes to finance a series of elaborate pranks to entertain its ardent fanbase and transform purchasing a casual party game into an experience…which is a good thing, since they give the game away for free on their website (some printing required). Two years ago they celebrated the holidays with a pay-what-you-want expansion pack, and then released an infographic breaking down how much people paid and donating the proceeds to charity. To encourage players to buy the expansion sets, the company sold an extra-long box for holding the game, The Bigger Blacker Box, to store the cards. Without telling anyone, they hid a secret card in the inner lining of the box. For their Black Friday sale last year, they increased prices. When they took out advertisements at last year’s PAX East, they used the platform to promote their made-up company, PWNMEAL: Extreme Gaming Oatmeal.
All of these efforts pale in comparison to the company’s Holiday Bullshit campaign. Last year, Cards Against Humanity asked 100,000 people to give them $12 in exchange for 12 mystery gifts from the company as part of its 12 Days of Holiday Bullshit. As thanks, the company donated $100K to DonorsChoose.org, sent out an early edition of a sex party-themed card game, mailed limited edition customized Cards Against Humanity cards, and even sent fans a lump of coal. And hidden within each mailing? A fiendish puzzle that took fans working together on Reddit’s holidaybullshit subreddit months to solve. Holiday Bullshit is back once more, promises to deliver an even harder puzzle than before.
In recent years, the United States Government has launched a number of experiments in alternate reality games and collective intelligence. To celebrate the 40th anniversary of ARPANET in 2009, the Department of Defense hid ten red weather balloons across the country with a $40,000 prize to the first organization to verify the location of all ten balloons. That same year, the Centers for Disease Control and Prevention funded an alternate reality game designed to help set Hawaii’s pandemic priorities. And now, the intelligence community is interested in exploring how alternate reality games could serve as a platform for social, behavioral, and psychological research.
As initially reported on WIRED’s Danger Room blog, the Intelligence Advanced Research Projects Activity (IARPA) issued a Request for Information on “Using Alternate Reality Environments to Help Enrich Research Efforts” (UAREHERE). IARPA is particularly interested in collecting information on the practicalities of running research in tandem with alternate reality games, managing privacy and safety concerns amongst alternate reality game players, and designing a game that balances free play and interactions with more controlled data collection.
Hidden within the storied halls of the Upper Wolverhampton Library in Victorian-era England, a musty book lies in wait, ready to entrap the first hapless souls to peer into its pages. While Colleen and Samuel Quaice fall victim to The Maze of Games, it’s up to you, the reader, to lead the two children home by solving a series of puzzles presented by the book’s enigmatic skeletal guardian, the Gatekeeper.
The Maze of Games is a full-length puzzle novel that follows the adventures of the Quaice siblings as they make their way through the Gatekeeper’s labyrinth. While traditional Choose Your Own Adventure novels direct readers through branching narratives through a series of choices, The Maze of Games‘s “solve your own adventure” format directs readers through the experience through the same series of puzzles facing the Quaices. Solving the puzzle unlocks the page number of the next narrative installment. Illustrated by Magic: The Gathering illustrator Pete Venters, the book is designed to look and feel like a book from the Victorian Era.
The puzzle adventure’s author Mike Selinker launched a Kickstarter campaign for The Maze of Games last month seeking $16,000 to fund the project. To date, the project has drawn in over $109,000 in pledges, with an ebook/iDevice edition available to $20 donors and a hardcover edition available for $50. As an added perk, Selinker has arranged for the Gatekeeper to lock a series of famous puzzle designers in cages until they agree to contribute a Victorian-era puzzle to the Conundrucopia, a bonus set of puzzles in The Maze of Games. At set Kickstarter milestones, the puzzle designers are set free from their cages and put to work. The list of confirmed puzzlers is an impressive one that reflects the variety of puzzles contained outside the Conundrucopia. Innovators in the space including ambigram pioneer Scott Kim, 74-time Jeopardy champion Ken Jennings, Perplex City puzzle designer Eric Harshbarger, Puzzazz founder Roy Leban, and Duck Konundrum inventor Dan Katz have all spent their time locked up by the Gatekeeper, with more to follow.
For day two of ARGFest-o-Con in Toronto last month, attendees were treated to a “sneak peek” of The Institute, a film by Spencer McCall about Nonchalance’s popular San Francisco ARG, The Jejune Institute.
The film focused on the player experience of Jejune and the effect that it had on those who followed its path through the streets of San Francisco and Oakland. Nonchalance presented a case study at ARGFest in 2009, but little of the content from that early phase of the game made it into the film. Most of those elements, which were posted in public places, had been taken down by the time McCall began shooting, first as a video producer hired by Nonchalance and then for the film itself.
“It’d be generous to say that we did an ‘uneven’ job of documenting the things that we created,” said Sara Thacher, who was lead producer on Jejune for most of it’s run. “Video was especially thin on the ground. Because Spencer’s project got rolling after the main parts of the experience closed, he had to rely on our archives and the archives of the participants.”
Later events are more fully documented in the film, including the controversial day-long seminar that concluded the game. The film also documents a rally to protest the game’s apparent villain, Octavio S. Coleman, Esq., a trip through the game’s installation at The Chapel of the Chimes in Oakland, and one game mission that culminated with a player dancing in front of a payphone with bigfoot. The presentation also includes footage that was part of the game, with no markers to denote when the film moves between fact and fiction.
In a post-screening interview at the conference, McCall said he took inspiration from Banksy’s film, Exit Through the Gift Shop, a documentary widely known for blurring the lines between fact and fiction. Making a film of this kind without falling into the category of “mockumentary” is no small challenge, and with a room full of transmedia creators and some Jejune Institute players, ARGFest was a more demanding audience than most.
On Miranda’s recent vacation to New York City, she lost her gold wedding band in Times Square. And she’s so desperate to recover the band, she’s offering a $5,000 reward for information leading to its safe return. Miranda is encouraging good samaritans across the country to turn to Twitter to help her in her search.
Miranda’s lost ring is part of the Lost Ring Hunt, an interactive contest sponsored by the World Gold Council. Starting tomorrow, a billboard in Times Square will display Miranda’s desperate plea, kicking off an adventure that will have both New Yorkers and online participants interacting with the characters to uncover clues leading to the ring’s location. And while the missing ring might not be real, the reward most certainly is: the first person to submit the proper response to the email address disclosed though the story will win a $5,000 cash prize and a trip for 2 days and 1 night in New York City to participate in a promotional shoot for the campaign.
Interested in following along? Keep an eye on the game’s Twitter account, LostGoldRing, as well as the Gold Ring Hunt tab on the World Gold Council’s Facebook page, which houses the official rules for the contest. And if you’re in the area on Boxing Day, feel free to take to the streets and see what information you can drum up on Miranda’s lost ring.