Last week, I took a personality test that may or may not have brainwashed me, and this weekend I got a black bubble mailer full of puzzles and secrets from the testing organization, Byzantium Security International.
Black packaging seems to be code, by the way, for “transmedia is happening here.” I mean, take a look at my last three mailers.
In any case, here’s what’s inside this particular black package – a nice, out of game letter telling me that this is a promotion for the new Cinemax show Hunted, and a puzzle box. I really like the fact that the letter was folded in such a way as to give me an in-game message above the fold, and a polite promotional letter below.
It’s shaped like the Byzantium Security logo (more or less), and rattles when you shake it, which means there must be something inside.
There’s something poetic about this puzzle box – and this might be me reading too much into it. If you haven’t played through the test yet, go do it. Everything in the experience is designed to make you feel smart, with nerve-wracking and sometimes disturbing tests that (mostly) turn out to be easier than you expected.
That’s pretty much the experience of opening this puzzle box. Opening it involves a bit of guesswork adjusting your grip and pulling at pieces. But once it begins to move, you’re rewarded with a gorgeous view of the box opening like an iris.
The puzzle is made of three pieces, one of which has a little hollow that hides a gunmetal-colored miniature USB stick, bearing the Byzantium Security logo.
Each piece also has a set of three letters etched into a face that’s hidden when the box is closed. (Etched with LASERS, by my reckoning!)
Thank goodness we’ve got some clues here, because the files on that USB are all password protected. I’ve unscrambled the letters to form a word, but that doesn’t seem to be the password. Any ideas? Tell me on Twitter.
I’m not able to give this a proper review because I’m a bit pressed for time this week, but I will say this is a classic piece of ARG swag. It’s a puzzle box with a puzzle inside. I love how every item is its own call to action – the box invites you to open it, the USB invites you to look at the files inside, the files themselves are encapsulated in a ZIP file called UNLOCK_ME.zip.
The campaign was created by Campfire, which is famous for its ability to build atmosphere and establish a mood. This item is similar in tone to the rest of the campaign – on the outside, it’s a rather naturalistic and simple test of your abilities – and on the inside, it’s a polished and highly artificial experience. It’s also a highly personal one – the puzzle it leads to exists on a physical piece of media in your possession, not on a website.
The only thing I can find to criticize about this object is that sometimes, you can open the box too quickly, sending one of the three pieces flying. My dad and sister managed to send one skittering off the kitchen counter and break it – luckily, though, the wood glue was close at hand.
All in all, it’s a very slick, simple artifact that gets right to the heart of its subject matter. Now if I could just figure out that password….
Aha! Password cracked! It had to be capitalized (not all caps or all lower case). The files contain a bunch of high quality promotional stuff for Hunted, as well as a video and links that urge you to visit the two main landing sites for the experience. I was expecting more puzzley goodness or some extra narrative bits, but if I’d experienced this in the proper order (mailer, then website) the site would have probably been enough of a payoff. Still, looking at a multi-page announcement press release for the show is always going to break the flow of your immersive experience.
As always, if you’ve got something you’d like to see carefully photographed and then scrutinized here, send it my way.