The Story of The Linkin Park Scavenger Hunt So Far

May 14, 2012

As many of you know, Linkin Park is currently hosting a worldwide scavenger hunt in anticipation of the new album.  In the short week since it began, the fans have already made this one of the most exciting album release events we’ve ever hosted. We haven’t disclosed what is waiting for them at the end of it all, but we’re all enjoying the trip there.  I asked the fans at LPAssociation to give us a wrap-up of the events so far, and here’s what they had to say:


If one thing has remained constant about Linkin Park throughout their evolution as a band, it’s that they know how to put on a show for their fans, whether it be on the stage or off. With the upcoming release of their fifth studio album LIVING THINGS, the band has topped themselves once again with an interactive campaign involving cryptic messages, code cracking, puzzle solving and treasure hunting. The activities have sparked much intrigue throughout the LP community over the last two months, as dedicated fans across the world have come together to speculate and debate about the band’s next moves. Where we’re going, nobody knows, but we’re excited to be along for the journey.

With last week’s announcement of a real-world scavenger hunt, the band has once again stepped out of the box to engage their fan-base. It is the first time a Linkin Park album hype campaign has taken place outside the cyberworld, instead playing out in the backyards of some of the world’s largest cities. The fervor at which the LP fan community has embraced this campaign is a testament to the band’s worldwide presence and influence, and its scale and complexity makes this Linkin Park’s most ambitious endeavor yet.

The journey began with an ambiguous tweet from Mike Shinoda on May 6th , which ignited much excitement among fans across social media and message boards. Two days later, the Linkin Park Scavenger Hunt was officially underway.  The first clue was announced by Mike via Viddy. This would be the starting point for an ongoing campaign that would take Linkin Park fans on a journey around the world, and it all began Down Under…

Puzzle #1 – May 08th, 2012 – Sydney, Australia

The video Mike posted on Viddy revealed a map. LPA user Cure4TheItch quickly discovered that the bar was located on the campus of the University of Sydney Union. Since this clue was released in the dead of night in Australia, many fans in the region did not discover their role in the scavenger hunt until morning arrived. The dedication of Linkin Park fans became quickly evident with LPA member GloomyMushroom beginning a 2.5 hour journey to Sydney to help find and share whatever was waiting for us.

Fans were excited, curious and unaware of what we would find at Manning Bar and speculation amongst the community was high. It wasn’t until Twitter user @MaDHacka tweeted the following image that we would have an idea of what we were getting ourselves into.

This poster, not out of place in your average college bar, was found on a wall space two floors below Manning Bar. The poster included a QR code which led to a new directory of the Linkin Park website located at http://linkinpark.com/youdidittoyourself, revealing the next location in the scavenger hunt to be Tokyo, Japan.

Puzzle #2 – May 10th, 2012 – Tokyo, Japan

Upon accessing the new webpage at http://linkinpark.com/youdidittoyourself we were greeted with a message in Japanese. Working together, LPA user Kameiko enlisted the help of her Japanese friend @cammiechan for the translation which read the following:
“Last September, “A Thousand Horizons” took fans from all over the world here.”

“May 10 or May 11. 11am-8pm only. Don’t be early. Don’t be late. One person only.”

The second location was quickly narrowed down to be the NicoFarre Club located in the Roppongi district of Tokyo, Japan (this venue hosted Linkin Park’s A Thousand Horizons event in September of 2011). Rallying fans online became the forefront of the puzzle, as it became crucial to have someone on hand to share their findings with the rest of the fan-base. Both @KaoruTK and @karinseino formed an alliance upon arriving at NicoFarre at 11AM on May 10th and were rewarded with our second clue of the hunt in the form of an envelope containing an address to an unknown Twitter account: http://twitter.com/youbetterhearme.

Puzzle #2 Part 2 – May 10th / May 12th – “Allan” – Twitter

At this point in the game we were introduced to a character on Twitter named “Allan”. The puzzle left the physical world and went online. As fans began to take notice, “Allan” played the role of an antagonist:

Fans went to great lengths to spread the word that the next clue depended on “Allan” receiving 3000 followers, using Facebook, Reddit and Twitter to encourage people to follow @youbetterhearme. Mike Shinoda and Linkin Park also got involved, reigniting the drive in fans to promote the scavenger hunt, eventually reaching the goal of 3000 followers on May 11th. Seeing the band themselves interact with the scavenger hunt and the community taking part really made it feel like we’re not segregated into different roles in the game. We’re all in this together and Linkin Park want to see the fans succeed as much as the fans themselves do.

Upon reaching 3000 followers, “Allan” began to drop hints of the next location. He first began following Canadian Prime Minister, Stephen Harper (@PMHarper), then changed his profile image change on Twitter, depicting the Toronto skyline.

As “Allan” was teasing his followers with the involvement of the Canadian Prime Minister, fans got restless. Had we already been given the clue? Were we missing something in “Allan’s” tweets? LPA member Cely_lp pointed out that there’s a public park known as “Allan Gardens” in Toronto, could this be the next location? It wasn’t until May 12th that “Allan” gave the location of the third clue, confirming Allan Gardens to be the location.

Puzzle #3 – May 13th, 2012 – Toronto, Canada

The photograph above shows a central location in Allan Gardens. Fans were instructed to check under the benches as seen in the image at exactly 1PM on May 13th. Multiple fans arrived at the location at 1PM to begin their hunt for the next clue; searching under benches, on statues and even in nearby bushes…but there were no clues to be found.

It wasn’t until 2PM when the fans were approached by a man, appropriately asking “Did Allan send you?” before handing four fans a piece of paper containing the next clue. The four Twitter users @ericasibley, @thejaff2,7 @MartineAllard1 and @p33nny all helped solve Toronto, with the picture below: a building with no name, location, or identifying information.

Puzzle #4 – May 15th, 2012 – Chicago, Illinois

Within seconds of the fans on location sharing the image, fans online began to work together to find the location of the building. LPA member Rappy hit the jackpot: the photo was taken at Lincoln Park Zoo, Gateway Pavilion in Chicago Illinois.

Tomorrow, the puzzle continues, and we will we see just how deep the Linkin Park scavenger hunt will go.

As we approach the mid-point of the campaign it has become apparent that the Linkin Park Scavenger Hunt is becoming more immersive. What is most impressive is the fact that Linkin Park fans have fully embraced their participation in this campaign without even knowing what reward awaits us at the finish line. Fans from every corner of the globe have unified, collaborated, and pooled resources to solve each puzzle. Whether they are out there finding the clues, on message boards helping to solve the latest puzzle, or promoting the scavenger hunt through social media; there’s a feeling of camaraderie between fans that makes achieving progress a tangible reward in itself. For something designed to hype up LIVING THINGS, this campaign has certainly taken on a life of its own.

If you’re new to the scavenger hunt you can keep up with us and the fans, by following up to the minute updates at LPAssociation.com: http://www.lpassociation.com/forums/showthread.php?t=36248

Thanks to Derek and all the fans, named and unnamed, who have participated in the hunt so far.  Keep an eye out for progress…the hunt may be coming to you next.

mike

36 Comments

  1. rappyloveslp on June 23, 2012 at 5:23 am

    This was such an awesome event! I’m glad and honored I could take part in it.
    Linkin Park forever, waiting for the 26th!

    -Rappy

  2. Boopology on June 11, 2012 at 4:21 am

    Reblogged this on Boopology and commented:
    i just want to say, that being a soldier is awesome…

  3. Radyo Plexus on May 21, 2012 at 10:00 am

    Reblogged this on Xandro Pontillas.

  4. Albizia on May 16, 2012 at 6:12 pm

    This is amazing. If only more artists could do this for their fans! As some the other commenters already mentioned, maybe it would be a good idea to extend the hunt to places where you have never been so that everybody could participate.

  5. adiek84 on May 16, 2012 at 12:30 pm

    Just how awesome was Lincoln Park Zoo! Their willingness to support the hunt was really entertaining. I bet they have the coolest lions, tigers and bears in the world!
    Looking forward to the craziness of the Rio clue. I see thousands of Brazilian fans fighting over an envelope. Brazilian fans rock, you can always count on them!

  6. princessrockerlp on May 15, 2012 at 9:27 pm

    very interesting, and great!! LoveLP, ARIZONA DATE PLEASE!!!!

  7. aravind221 on May 15, 2012 at 8:07 pm

    #M.R MSHINODA% as a hardcore dedicated fan from the early days : “I Sincerely request you guys to try extending the #linkinparkscavengerhunt to the rest of the world where you never been because the rest of the world never gets any opportunity by any means , im just saying because there are fans of you all over the world and , we love you , support you and think about you each day every single night. Kindly try to execute it if its not late according to your series of plan already.I humbly request you Mike :( (P.S : kindly ignore if you dont like my idea ):3

  8. jozzie8 on May 15, 2012 at 4:16 pm

    Love LP’s creativity and their interaction with the fans, it just makes everything so much more exciting to the lead up of the album release.

  9. Ally on May 15, 2012 at 11:44 am

    gah still very cool.

  10. Alexandra Nofi on May 15, 2012 at 10:55 am

    I enjoyed the puzzles from A Thousand Suns much more because anyone could participate in that, and it wasn’t confined to specific locations. That doesn’t mean this stuff isn’t cool, it’s just that I live in Connecticut, where nothing exciting ever happens, and I just have to sit back and watch it unfold.

  11. cincybmxlpfreak on May 15, 2012 at 8:22 am

    Awesome…I’ll be ready and waiting if it comes to Las Vegas. If you’re a Las Vegas LP fan, find me on twitter @cincybmxlpfreak .

  12. segumisama on May 15, 2012 at 5:56 am

    Awesome. :) I’ll definitely be participating.

  13. OOOOORION on May 15, 2012 at 5:39 am

    I don’t think I’ll EVER be involved because I live in Hong Kong. :/

  14. edflinkinp on May 15, 2012 at 5:28 am

    Woah! Thanks Mike for having the LPAssociation as part of your blog! I feel proud as a member :D. Unfortunately I haven’t been able to help on the live hunt as I don’t live in any of the places mentioned before but I’m still excited and eagerly waiting for each piece to unveil.. Thanks Linkin Park for bringing us the opportunity to get the fans together again and have some fun while we wait for LIVING THINGS, this has been an amazing album cycle and I’m sure this will be one of your best albums yet! Cheers from your biggest fan in VENEZUELA. Andreina.

  15. martineallard1 on May 15, 2012 at 4:23 am

    This is really awsome to be a part of this! Thanks so much guys for planting that clue in Toronto!! Me and Penelope (P33nny) did not do it for the reward: we were there, we knew where it was, and it makes us feel like were part of something bigger (nothing mystic intended here!). So a couple sunburns and a couple new friends later (we spent an hour in the park and we had time to bond with Erica and thejaff27), I am looking forward to see what’s at the end of this scavenger hunt! And thanks to everybody at LPA who helped us out there!

  16. YoMarquesLP on May 15, 2012 at 4:05 am

    Awesome article. Thanks for posting it, Mike, and thank you to Derek, the LPA and all the fans around the world! It has been awesome to be a part of it and I can’t wait for the next clue. You guys all ROCK.

  17. manyalp on May 15, 2012 at 3:39 am

    Wow. You guys sure know how to invent something totally new and awesome….
    And everyone’s working together. It’s great. :)

  18. derekoswald on May 15, 2012 at 3:32 am

    On behalf of all the LPA, thank you so much for the opportunity Mike. This was really awesome, and we had a lot of fun making this article for the fans. Thank you!

    -Derek

  19. anvanoppens on May 15, 2012 at 2:13 am

    Good luck to everyone! I live on the other side of the planet so yeah…

  20. emzlp123 on May 15, 2012 at 12:54 am

    Im so excited for the final outcome – whatever it is! I doubt I’ll be able to take part but you never know. But I’m definitely gonna enjoy helping out online. Good luck to everyone who will be (and thanks for those who have been) envolved!
    Have a good day everyone ^_^

  21. gustina05 on May 14, 2012 at 10:50 pm

    ohhh , I LOVE YOU ALL :’)

  22. gustina05 on May 14, 2012 at 10:49 pm

    So fun! thanks to you LP! and thanks to everyone for being so awesome! :) we are all amazing people haha ^^ how far can we go ,no one knows ;)

  23. sohail abbasi on May 14, 2012 at 10:39 pm

    Reblogged this on cvng.

  24. sohail abbasi on May 14, 2012 at 10:37 pm

    It shows,how awesome ,loving,caring Linkin park & their fans are!!!!

  25. adiek84 on May 14, 2012 at 10:26 pm

    Reblogged this on Adiek84's Blog.

  26. adiek84 on May 14, 2012 at 10:24 pm

    I couldn’t do much in this scavenger hunt so far, but just watching the clues being solved is so exciting! Have you sold the film rights to Michael Bay already? Great summary, shoutout to LPA who are awesome!My highlights so far:

    1. Dude in Tokyo not managing to put on his ATH shirt in time
    2. Rick Rubin at Allan Gardens in Canada?
    3. Adam smugly proclaiming on Twitter how the next clue is much harder, and fans figuring out said clue in about 10 minutes.

    The marketing of this album cycle is so sick, it made me truly understand your “Less is more” statement. I feel like you’ve really concentrated on this album to give us “more” of everything. Now I just need that 1st remix!

  27. cyndi021598 on May 14, 2012 at 10:05 pm

    Can’t wait til tomorrow to see what it is!

  28. purnamalp on May 14, 2012 at 10:00 pm

    This is more fun than the puzzle thing :D. I wish for the next clue is in my country, I’ll be the first to have it ^_^

  29. linkinparkette on May 14, 2012 at 9:52 pm

    i still dont have any clue what is going on…

  30. Ally on May 14, 2012 at 9:51 pm

    Nice blog post!

    I am glad Cammie and I helped with the translation :3.

    This has been fun!

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