Beer + Puzzles = Viral Marketing Hijinks

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[Image courtesy of Busch]

We recently discussed the art of viral marketing in our post about an upcoming Cartoon Network show. This year alone, we’ve seen some very clever viral marketing techniques — the Game of Thrones promotion that had people scouring the globe for replicas of the Iron Throne comes to mind — and last week, the folks at Busch Beer got in on the puzzly fun.

The concept was simple: launch a pop-up shop (a short-term retail venue where the location and the brief duration are selling points for the store) in a secret location and leave clues for interested customers to follow in order to find it.

News stories like this one hyping the Busch Pop Up “Schop” began appearing all over the Internet on July 15th and 16th.

The promises were intriguing. Limited-edition merchandise. Free beer. The commitment to plant a hundred trees in a national forest for every visitor who makes it to the Schop. Plus, a random drawing where one lucky visitor wins Busch Beer for life.

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[Image courtesy of Busch.]

After the launch video, additional clips with clues were posted once or twice a day from the 17th to the 19th.

On the 17th, solvers received this clue: Kansas to the left of me / Illinois to the right / here I am stuck in ____ with you. Can you guess what state I’m in?

On the 18th, they received this clue: “Reports of my death have been greatly exaggerated.” I’m actually in the forest. Can you guess which one?

Later the day, another clue appeared: “If you tell the truth, you don’t have to remember anything.” Which is why I can tell you I’m in an area with a lot of vertical wooden objects.

On the 19th, they offered a final clue: First syllable: Abel’s brother. Second syllable: Rhymes with duck. Can you guess where the trailhead starts?

Later that day, they made things less opaque: Ok, final clue. If you were hypothetically hiking to the Busch Pop Up Schop, you might hypothetically start at the Kaintuck Hollow Trailhead. Hypothetically speaking, of course.

So, from the clue on the 17th, we got the state: Missouri. By the 18th, we knew it was the Mark Twain National Forest. And the day before the event, we even knew where to start hiking: Kaintuck Hollow Trailhead.

On the day of, the Busch Twitter account shared the following advice:

-No need to hurry, you do not have to be first to arrive to win, it will be a random draw after we close
-We’re open 10AM-5PM
-Bring your hiking boots
-Stay hydrated, it’s going to be a hot one

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[Image courtesy of Ryan James Hausmann.]

Unfortunately, the “No need to hurry” line looked quite bad in retrospect.

It seems that Busch severely underestimated the number of people who would be attending. (The expected number seemed to be between 75 and a few hundred people.) Though the event was scheduled to run from 10 AM to 5 PM, they reportedly closed off the Pop Up Schop by 10:30 AM because they’d already reached capacity. (Some online reports said they closed the shop by 9:30 AM, before the event had even officially started.)

Naturally, since these are anecdotal reports, details are contradictory, but the vast majority claim that the merch was gone quickly, attendees either got a warm beer or no beer at all, and the only consolation rested in the fact that you could still sign up for the free beer for life contest before being turned away.

According to one attendee on Twitter:

We walked there and were told we couldn’t go up the trail because they were at capacity and out of beer and merchandise. We got to enter for the drawing, hike back to the car and attempt to turn around on a one lane road.

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[Image courtesy of Nick Schmidt.]

A few later reports suggest the Pop Up Schop was restocked at some point, given that there are stories of attendees arriving between 1:30 and 3:30 and getting drinks. Perhaps they were simply overwhelmed by the early morning onslaught… or maybe the promotional team was doing damage control and seeding a few positive reports in with the negative feedback. It’s hard to say given the general lack of coverage for the event. (Despite the many reports hyping the event, as far as I can tell, none followed up with the results of the promotion.)

Either way, a viral marketing campaign with great traction and excellent turnout had a lackluster result. Hopefully those who made the journey had fun and the marketing team learned something from all this.

And, in their defense, it does seem that many people enjoyed the adventure, even if the end result didn’t exactly meet their expectations. The staff was routinely praised for their professionalism and grace under tough conditions (especially in 100 degree weather).

There’s always next time. I mean, a summer day, a nice hike, a puzzle, and free beer? That sounds like a recipe for major turnout to me.


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Complex Puzzles and the Importance of Double-Checking

Puzzles are constantly evolving, and in the age of the Internet, the only thing more impressive than the multi-stage brain-melting complexity of some puzzles is the ability of people to work together to solve them.

There are the in-person examples, like escape rooms, scavenger hunts, and puzzle hunts, where people gather together to unravel a series of puzzles in order to accomplish a task.

But when it comes to the hidden challenges concealed within some video games, the Internet itself becomes the gathering place for dedicated puzzlers to come together and crack these ingeniously devised brain teasers.

We’ve talked about several of these puzzle hunts in the past. There was the Gravity Falls cipher hunt that led to an actual statue of the show’s villain Bill Cipher in the woods of Reedsport, Oregon. (And a mayoral position for the first person to find him and shake his hand!)

There was the puzzle-turned-global-scavenger hunt from Trials Evolution that won’t be completed until 2113 at the base of the Eiffel Tower. And there was the Destiny 2 puzzle hunt that led to a replica of one of the game’s most famous weapons.

[Just one of the codes employed in the Trials Evolution puzzle.]

What’s amazing about these elaborate puzzly challenges is the complexity involved. There are different codebreaking techniques applied, levels upon levels of deduction, bits of word association, pattern recognition, and more, all of which must be executed to perfection in order to arrive at the correct solution.

But as a puzzle editor myself, I can’t stop focusing on how that complexity only increases for the puzzlesmiths themselves. After all, they have to create these clues, reverse engineering a challenging, multi-layered series of puzzles resulting in the answer they want, and along the way, make sure that it’s actually solvable.

I mean, creating a challenge is one thing. But striking a balance is remarkably difficult. You have to offer breadcrumbs and clues so that solvers know how to proceed (or that they’re on the correct path), and you can’t make it too easy, or it doesn’t feel like a worthy challenge. But make it too hard, and you risk solvers becoming frustrated, or worse, not discovering your creation at all, which feels like a wasted effort.

Threading the needle in this fashion is an awesome task in every sense of the word, and every time I see one of these puzzle hunts unearthed and completed blows my mind. The folks who solve them are the coolest, and the folks who create them are badasses.

But with all these elaborate puzzles, I couldn’t help but wonder… what happens when something goes wrong?

I mean, we’ve all seen crosswords with incorrect clues, or cases where more than one answer to a riddle or a puzzle makes sense. These things can happen, no matter how hard you try, or how often you test-solve and beta-test.

Recently, that question was answered.

The crew behind Destiny 2 — the same game that featured the impressive Warmind puzzle from last year — unleashed a new fiendish puzzle as part of their Black Armory content pack. That puzzle, Niobe Labs, served as a lock, and until the puzzle was solved by at least one player, none of the online players could access the adventures that lay beyond it.

The puzzle was released last Tuesday, and last Thursday — less than two full days after the release — the company decided that it was unfair to have regular players waiting for those with world-class puzzly skills to unravel the secret behind the puzzle, and they opened the full download for everyone.

Now, that might seem like a knee-jerk reaction, given that it was less than two days afterward. But it’s worth noting that these online crowd-solving efforts can work remarkably quickly, since so many people are not only trying it, but sharing their discoveries with each other.

In fact, in less than 24 hours after the original release, players had completed six out of the seven puzzles in Niobe Labs, involving complex ciphers, visual patterns, and references to sources as disparate as “Frere Jacques” and Victor Hugo.

Level Seven had the entire community stymied. And with good reason.

The puzzle was broken.

As it turns out, a piece of coding connected to the Level Seven puzzle had been deleted from the game’s code, making the puzzle unsolvable.

The Destiny 2 designers offered a new hint late Friday night to solvers, consisting of six cryptic sentences. And within hours, the intrepid solvers pooled their collective skills and knowledge to crack the final puzzle.

It never ceases to amaze me what puzzlers can accomplish when they put their minds to it, particularly when they work together.

And, of course, it makes me grateful for the test-solvers and beta-testers out there making sure our puzzles actually work as intended. Although this might’ve been embarrassing for the crew behind Destiny 2, it’s a valuable lesson.

Don’t be afraid to have someone check it one more time.


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The PN Blog 2018 Countdown!

It’s one of the final blog posts of the year, so what do you say we revisit all of 2017 with a countdown of my ten favorite blog posts from the past year!


But before we get to the countdown, I want to briefly mention two interesting landmarks for the blog in 2018.

In January, we were cited as a source in a college term paper, which is pretty gratifying.

And in April, we were name-dropped in a CNET article about friend of the blog Hevesh5.

Okay, enough bragging. Let’s get to the countdown!


#10 Robot Invasion

With the rise of puzzle-solving programs like Dr. Fill and game-playing AIs like AlphaGo, we’ve been joking for years about machines trying to topple humanity from the top spot as Earth’s resident puzzle-solving masters.

But this year, it kinda stopped feeling like a joke. With Scrabble-playing robots, self-solving Rubik’s Cubes, and a computer program that might’ve cracked one of the most celebrated unsolved mysteries in puzzles, the machines might just be taking over.

#9 Crossword Fun

Crosswords are still the #1 paper puzzle in the world. With more than a hundred years of creativity, cluing challenge, and cunning construction behind them, they continue to fascinate and frustrate us. And we had a lot of fun with crossword topics this year in the blog. Two of my personal favorite entries were asking questions about common crossword clues and the post where we explored the brief-lived moral panic sparked by crosswords.

#8 Holiday Puzzly Gift Guide

Every year, one of my favorite activities is putting together our Holiday Puzzly Gift Guide. I get to include the best products sent to me for review by top puzzle and game companies, mix in some of my own favorites, and draw attention to terrific constructors, game designers, and friends of the blog, all in the hopes of introducing solvers (and families of solvers) to quality puzzles and games.

#7 Unsung Heroes

They say history is written by the victors, and that’s true in the short term. But in the long term, history belongs to truth, and more and more, unsung heroes are coming to the fore and getting the well-deserved recognition denied to them earlier.

This is true in the world of puzzles as well, and this year, we had the privilege of putting the spotlight on two iconic women from puzzle history that had previously been lost to time and revisionism: codebreaking visionary Elizebeth Smith Friedman and spymaster Alexandrine, the Countess of Taxis.

#6 Citizen Shoutout

Interacting with the puzzle community is one of the highlights of doing social media for PuzzleNation. And some of the most enjoyable blog posts from this year involved focusing on members of the community and giving them kudos for their contributions to PuzzleNation and the world of puzzles in general.

As such, we created our Citizen Shoutout series to honor those folks, and along the way, we’ve thanked game shops, local escape rooms, and dedicated solvers who make the puzzle community a better place.

#5 PNVR

April Fools Day pranks are an Internet tradition at this point. Some websites go all out in celebrating the holiday. (Heck, ThinkGeek has started using the holiday to tease the public’s interest level in “fake” products, going on to actually release some of those April Fools pranks as real items later in the year!)

So after last year’s Puzzles for Pets gag was a big hit, we couldn’t resist getting in on the pranking fun again this year. The result — PNVR, a fake virtual reality puzzling experience — was as layered as it was silly, complete with fake quotes, splash pages, photos of people riding bikes while playing, and more. The visuals were amazing and hilarious.

#4 Puzzle Events

There are few things better than spending time with fellow puzzlers and gamers, and we got to do a lot of that this year. Whether it was cheering on our fellow puzzlers at the American Crossword Puzzle Tournament or putting our hands dirty with some knock-down, drag-out, game-playing ferocity during our Tabletop Tournament, these interactions were both invigorating and encouraging. Events like these really help solidify the spirit of community that comes with being puzzly.

#3 International Puzzle Day Puzzle Hunt

And speaking of interacting with fellow puzzlers, for International Puzzle Day this year, we masterminded a little online puzzle hunt for PuzzleNation solvers. Involving clues hidden in both that day’s Daily POP Crosswords puzzle and Penny Dell Crosswords App free daily puzzle, solvers had to anagram and solve their way around the website in order to earn a prize. It was a serious challenge to design, and great fun to unleash on the world.

#2 Women in Crosswords and Roleplaying Games

Using the blog as an amplifier to get the word out about important causes and worthwhile projects is one of the best things about writing here. And this year in particular, we can be proud of doing our damnedest to vocalize the incredibly valuable role that women have played (and continue to play) in the puzzle/game community.

Whether it was discussing the gender disparity in published constructors in the major crossword venues or pulling back the curtain on misogynist gatekeeping in roleplaying games, we were privileged to ally ourselves with a brilliant, underappreciated contingent of the puzzle community.

#1 Wordventures

There’s nothing more exciting than getting to announce the launch of a product that has been months or years in the making, so picking #1 was a no-brainer for me. It had to be the announcement of Wordventures.

But it’s not just the app, it’s everything behind the app. I’ve watched it grow and evolve in development, and it’s truly unlike anything we’ve released before. The mix of music, imagery, storytelling, and puzzle-solving is so atmospheric and engaging.

It may sound self-serving or schlocky to talk about our flagship products as #1 in the countdown, but it’s something that we’re all extremely proud of, something that we’re constantly working to improve, because we want to make our apps the absolute best they can be for the PuzzleNation audience. That’s what you deserve.

And it’s part of the evolution of PuzzleNation and PN Blog. Even as we work to ensure our current products are the best they can be, we’re always looking ahead to what’s next, what’s on the horizon, what’s to come.

Thanks for spending 2018 with us, through robots and Rubik’s Cubes, through discoveries and daily delights, through puzzle launches and landmark moments. We’ll see you in 2019.


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Take Puzzles to the Next Level with a Puzzly Experience!

Hey there, fellow puzzlers and PuzzleNationers. It’s the day after Thanksgiving, and naturally, our thoughts turn toward the upcoming holiday season. (Particularly with all the Black Friday advertising!)

Sure, we could use this opportunity to talk about our Holiday Puzzly Gift Guide, which went live Tuesday and features all sorts of marvelous games, puzzles, and products.

We could also talk about our fantastic lineup of apps, from Daily POP Crosswords and the Penny Dell Crosswords App to Penny Dell Sudoku and Classic Word Search. Of course we could do that.

But instead, today we’d like to talk about puzzly experiences.

If you’re looking for an engaging and interactive puzzly adventure to share with the puzzlers in your life, there are all sorts of options available to you.

There are yearly puzzle hunts like BAPHL, the Boston Area Puzzle Hunt League. There are crossword tournaments like Lollapuzzoola and the Indie 500 (plus local ones all over the country!). Murder mystery dinners, scavenger hunts… not only are there places that host all of these, but there are even kits available online that let you host your own!

More Escape Rooms pop up every year — from Breakin Escape Rooms in London to our friends at Escape 101 in Connecticut — and one near you is just a Google search away.

But there’s one particular puzzly experience I want to highlight as an option for you this holiday season.

Magician and crossword constructor David Kwong is launching a one-of-a-kind puzzle experience, The Enigmatist, at the High Line Hotel in New York City during the month of January.

Advertised as “an immersive evening of puzzles, cryptology and illusions,” the show is based on the experiences of William and Elizebeth Friedman’s work at Riverbank, a peculiar hotbed for codebreaking in the early days of the twentieth century.

David is a master at melding the world of puzzles with illusions, magic, and sleight of hand, deftly employing both humor and skill to wow audiences, and I expect he has outdone himself with this show.

The Enigmatist sounds like a unique and amazing puzzly experience, and if you’re interested, you can get tickets here.

For full details, visit the Enigmatist website. I think the show will be something truly special.


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A Scavenger Hunt with a Dragon at the End?

Although I’m the only one who works in the puzzle field, I’m far from the only member of my family with puzzly skills.

Mom is a whiz at cracking crosswords, Sudoku, and Jumble puzzles. My younger sister demolishes jigsaw puzzles, rules trivia games and bar trivia nights, and has a knack for tackling escape rooms. My older sister loves city-spanning scavenger hunts like The Great Urban Race.

And although the GUR is no longer running, plenty of other events around the country are waiting to be discovered to scratch the puzzly itch of enthusiastic solvers.

One of them is coming up in a few weeks, in fact. If you’re near Boston, you can join the Boxaroo crew for their third annual City Scavenger Adventure, The Dragon of Bostonshire!

On August 19th from 1pm to 5pm, Christopher Columbus Waterfront Park will be the starting point — and final destination — for a quest worthy of the name…

Once upon a present time, in a parallel universe known as Bostonshire, a loud rumbling echoed throughout the land. As the town became concerned, the noble Knights of Bostonshire went to investigate… and lo and behold! They discovered a ferocious, enormous dragon, raging and breathing fire. Alas, the Knights are in dire need of YOUR help- will you and your team be able to help them defeat the dragon before Bostonshire is destroyed?

Teams of up to 5 will race around Boston in order to take pictures, solve puzzles, accomplish tasks, and hopefully collect enough clues to return to the park in order to complete the final challenge and slay the dragon!

I reached out to the Boxaroo team for a bit more detail, and they kindly indulged me, explaining that the scavenger hunt aspect of the quest is a combination of puzzle-solving, running around, and accomplishing tasks. The puzzle-solving ranges from memory games and trivia to logic puzzles, with each location providing a different challenge to overcome in order to earn a clue.

It sounds like an awesome time, and I hope it’s a grand success for the players and organizers alike! Click here for more details!

What do you think, fellow puzzlers and PuzzleNationers? Will you accept the challenge of the Dragon of Bostonshire? Have you competed in an event like this one? Let us know! We’d love to hear from you?


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A Video Game Puzzle Hunt Reaps Real-World Rewards!

We’ve written about some pretty amazing and elaborate puzzle hunts here in the past. There was the Gravity Falls cipher hunt that led to an actual statue of the show’s villain Bill Cipher in the woods of Reedsport, Oregon. (And a mayoral position for the first person to find him and shake his hand!) There was the puzzle-turned-global-scavenger hunt from Trials Evolution that won’t be completed until 2113 at the base of the Eiffel Tower.

And now, a massive crowdsourcing effort has cracked another masterpiece, a puzzle hidden in an expansion pack for the video game Destiny 2. Destiny 2 is an online first-person-shooter loaded with sci-fi trappings and in-depth storytelling where players explore a shared environment while engaging in their own personal plot and adventures.

The most recent expansion to the game, Warmind, was released last week, and players noticed an elaborate symbol on a wall in the bunker of Rasputin, a sentient robot. The symbol appeared to be a lock surrounded by keys and curious symbols.

This Kotaku post went live on Friday, three days after the Warmind release, revealing the incredible online effort already in motion to unravel the secrets of the Rasputin puzzle. The subreddit r/raidsecrets was ground zero for the puzzle-solving efforts, and players compiled their theories and discoveries there.

Players quickly determined that each of the keys had a symbol that linked back to other imagery from the game, and by following those breadcrumbs, they had a chance to crack the cipher.

The first symbol was found in several places, each time with a set of digits and a bar in a particular position. Solvers theorized that these symbols represented the word “reverse.”

The second symbol appeared beside a Braille grid, leading hunters to crates with Braille lettering on them: OEAARRTFWTH. This anagrams to The Art of War, Sun Tzu’s famous tome. In this case, The Art of War was used as the source material for an Ottendorf Cipher. (That particular cipher was made famous by Nicolas Cage’s National Treasure movies.)

This type of cipher uses numbers in groups of three, and these numbers correspond to positions of letters in a book. Most often the numbers refer to Line, Word, and Letter. Decoding the number-combinations in the image above led to the answer “Destroy all second A and B. Then destroy all third C and R.”

These two clues were assumed to be instructions for what to do with the encoded ciphertext others had discovered in the game:

This encrypted message was the heart of the puzzle. But there was more to uncover first.

As it turns out, the last three keys in the image represented different words to apply to the ciphertext in order to properly decode it.

The fourth symbol was found near a Morse Code sequence that spelled out “NTEHNMLNEEGIT,” an anagram for “Enlightenment.”

The fifth symbol pointed toward a monitor with some peculiar code on it. It turns out the code was actually Jianpu, an ancient form of Chinese notation for writing music. When translated into actual music, a player identified the piece as an excerpt from Tchaikovsky’s Swan Lake.

One intrepid codebreaker then tried to decrypt the ciphertext given the clues everyone had assembled thus far.

He reversed the ciphertext, according to the instruction of the first key. He then removed every other A and every other B from the text, then every third C and every third R, according to the instructions of the second key.

Then, employing a Vigenere cipher, he used the two key words he had — “enlightenment” and “swan lake” — to begin decrypting the text. He managed to decrypt the entire text, but more incredibly, he also reverse engineered the missing third key word — “mechanized” — while doing so.

And what was the final message, after all this?

thank you for taking the time to piece together this message, friend. the time of our final conflict is drawing closer and you and ana have an important role to play in the events to come. so watch over her, guardian. i would have no life without ana or the exoprogram. i regret that we have become strangers, but we each have a path that we must walk. and, ironically, there never seems to be enough time. tell her, rasputin’s first attempt was in the right location, but the wrong moment. look here: 43.549573, -73.544868 – e

As you might suspect, those numbers at the end are GPS coordinates, which correspond to Sleeping Beauty Mountain in upstate New York. (The company that developed Warmind, Vicarious Visions, is based in upstate New York.)

A small treasure trove of prizes awaited the brave soul who trekked out to Sleeping Beauty Mountain on Saturday morning. The centerpiece was a giant spear, a replica of a weapon from the game known as the Valkyrie.

From the Kotaku article following up on the puzzle’s resolution:

There was also a box of gold coins (along with instructions asking the finder to only take one), a set of notes, and a journal for recording visitors. The note, from Warmind design lead Rob Gallerani, encouraged the finder(s) to share photos of this discovery and told them that there are only three spears like that in existence — one at Vicarious Visions, one at Bungie, and this.

The spear, shown above (alongside the visiting team from Vicarious Visions) now resides at a comic shop called The Freakopolis Geekery.

As for the gold coins and the geocache Vicarious Visions had set up for others who make the trip, unfortunately, park rangers removed it because the designers didn’t get a permit. The coins have been returned to Vicarious Visions, who are currently reaching out to all the folks at r/raidsecrets who contributed to the solution of the puzzle, hoping to get them the coins they so richly deserve.

And, as if all that wasn’t amazing enough, it turns out… this might not be the end of the adventure.

Because a sharp-eyed observer noticed some text embossed on the upper portion of the replica Valkyrie spear:

At the moment, no one knows what the letters mean. But if I had to wager, I’d say the master puzzle solvers at r/raidsecrets should keep digging. Who knows what they’ll find next?


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