The document summarizes a transmedia storytelling experience created for a UFO festival in Roswell, New Mexico. The experience involved games and activities encouraging visitors to learn about the town's history through the lens of an alien. Visitors could participate through check-ins at local businesses to unlock content. The experience increased daily visitor interactions and engagement with local retailers. Critical success factors included designing for existing behaviors, understanding visitor demographics, integrating with the town's marketing, and getting local businesses involved in audience acquisition.