An alternate reality game run by CityMystery LLC engaged over 300 real-time players online and 1000 total players since January. The six-week game drove over 256,000 hits and 37,000 page views to the sponsoring museum's website, resulting in increased foot traffic and a high percentage of repeat visitors. The game utilized social media platforms and was modular to engage players for an average of 3.5 hours while promoting the sponsor.