The 39 CluesHistory for kids … ARG Style

Presented by Sherri and Mateo SegoviaNovember 13, 2008

Objectives of the Game

Blatantly In front of the curtain:

Sell books (~$12)Cards (~$7 for 16 cards) Movie deal--Dreamworks

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Also in libraries, order cards with SASE (codes only), buy/trade on ebay

Objectives of the Behind the curtain (sort of):

“S b i l d ti l” (S h l ti )Game “Subversively educational” (Scholastic)Encouraging “pull” reading… making sure upcoming generation “is excited about books”Scholastic wanted to develop cross-media projects

“We wanted to look at how publishing is goingWe wanted to look at how publishing is going to shift as technology changes.”

First author, Rick Riordan, is history teacher and “avid gamer.” (ARGs?) Created outline for entire series of 10 books. Each will have a different author, guided by Scholastic publishing team and kids focus groups.

http://www.publishersweekly.com/article/CA6591617.html

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How the Objectives are Met

Books and cards sold in major book stores (NYT #1 bestseller)Amazon, Borders, ebay, Wal-Mart (not Target)U.S., England, Canada, Australia, New Zealand

Some retailers offer promotions of free cards pWal-Mart and Borders in U.S.

Educational: provides immersive back-story to real events.Book of historical fiction written by Award-winning authorBook of historical fiction written by Award winning author Well designed cards and website…flashySuspense, peril, intrigueGame puzzles and mini games galore (rewarding)Game puzzles and mini games galore (rewarding)Prizes: possibly win real money ($100,000)

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The Story

Grace is the last matriarch of the Cahills, the world's most powerful family. Everyone from N l t H di i i l t d t th C hill t th f th f il i l t 39 lNapoleon to Houdini is related to the Cahills, yet the source of the family power is lost. 39 clues hidden around the world will reveal the family's secret, but no one has been able to assemble them. Now the clues race is on, and young Amy and Dan must decide what's important: hunting clues or uncovering what REALLY happened to their parents. (amazon.com)

(kids save the world plot)5

Audio

6http://scholastic.com/aboutscholastic/mediaroom/opk/39clues/39Clues.html

Game Play

The book sets the story Kids participate in it via website, collectable cards and gameCan enter the game from an of the abo eCan enter the game from any of the above To find the 39 Clues:

Read the Books – Each 39 Clues book unlocks one Clue.Collect the Cards – Game cards help reveal Clues.Play the Game – Find Clues through online missions.Win the Prizes – Play and you could be eligible to win prizes!

7Http://the39clues.com

Participation = Level 2

Total ARGN Activity: S f 1 t iSo far… 1 topic

49 pages, 727 posts43929 views

Started on pg. 5… pg8 posts to date

Play game 2-3 x weekListen to storyCh k it f d tCheck site for updatesSolve puzzlesPlay mini gamesKeep up with ARGN posts via RSSHave NOT read all of the material available online.

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Enthusiastic Player:

I would like to take a moment to check to make sure no new data has slipped by.

Card 400: Bookworm with attitude --- we found a physical card in Aulstrailia, but the code unlocks 416... so misprint I think - still no code yetCard 401: The Wannabe Ninja--- we found a physical card in Aulstrailia but the code unlocks 413 so misprint I think - still no code yetCard 401: The Wannabe Ninja we found a physical card in Aulstrailia, but the code unlocks 413... so misprint I think still no code yetCard 402 - The Pint-Sized Assasin --- we found a physical card in Aulstrailia, but the code unlocks 415... so misprint I think - still no code yetCard 403 - Clue Hunter's Best Friend--- we found a physical card in Aulstrailia, but the code unlocks 414... so misprint I think - still no code yetCard 404: The Spy Kit - G69CTWHC9T (Walmart Card) --- so far virtual only.. and noone can confirm first hand the real source (but supposedly it is in some "All You" magazine)Card 405: Surveillance - G69CKR3K9T (Borders Card) --- physical card found in US (amoung other places), but printed ast #2 (it does unlock 405)Card 406: Natalie's Strategy - G69DMK929T (Independent Bookseller) --- confirmed physical in US at a signing with Mr. RiordanCard 407: The Underdogs - G69GJPMM9T (Hastings) - physical confirmed in USCard 407: The Underdogs G69GJPMM9T (Hastings) physical confirmed in USCard 408: Meijer Card - nothing so farCard 409: Walmart Card UK - nothing so farCard 410: Natalie's Strategy - G69D22369T (Indie Card UK) --- no physical card confirmed... but we have the code (can anyone confirm 1st hand where we got the code?)Card 411: Borders Card UK - G69JWR249T --- virtual only so far ... and we got the code here: http://www.timesonline.co.uk/tol/life_and_style/education/young_times/http://extras.timesonline.co.uk//pdfs/spy-times.pdfCard 412: The Pit Bull --- nothing so farCard 412: The Pit Bull nothing so farCard 413: Ninja Boy - G69K3JP99T (Angus & Robertson) - we have the physical card 401 that unlocks this... but no physical card printed 413 (I beleive... any confirmations?)Card 414: The Pup G69JTFHR9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 403 that unlocks this... but no physical card printed 414 (I beleive... any confirmations?)Card 415: The Smallest Assassin G69GJ9TF9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 402 that unlocks this... but no physical card printed 415 (I beleive... any confirmations?)Card 416: The Bookworm - G69GF9HN9T (Angus & Robertson bookstore in Aulstrailia)- we have the physical card 400 that unlocks this... but no physical card printed 416 (I beleive... any confirmations?)no physical card printed 416 (I beleive... any confirmations?)

Is this correct? Does anyone have different/new data to correct/add?

---My surveillance camera codes are 22FC46MJX2 and 237DRWJJX2... use them and pass them on!Yes Correct/Add: 400-403 are not mis-prints 412 is another dupe of 403/414 (these look like they going to end up as Virtual to me 409 is aYes. Correct/Add: 400-403 are not mis-prints, 412 is another dupe of 403/414 (these look like they going to end up as Virtual to me. 409 is a dupe of Virtual 404 & probably is Physical. 408 has NO DUPE and is called "The Spaz" - again as Physical.

aliceinwunderland@forums.unfiction.com

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Is it an ARG?

This is commercial ARG like, but not classic TINAGSimulates real world elements?

Pretend external websites (due to age-group of target audience)Pretend artifacts that simulate stolen archives, letters, maps, recordsP t d i ti ith i h tPretend communication with in-game characters

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Is it an ARG?

Immersive elements?Engaging fiction (hiring award winning authors for each book)Collectible game cards (very popular with target audience)Essentially a treasure hunt through fiction and gaming

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Is it an ARG?

Collaborative/interactive storytelling?None at all. However, remains to be seen if player speculation will impact future books Books written by multiple authors, but y p ,outline of plot and “ending” already established

Changing technology and new media?Y f th bli hi i d t NYes, for the publishing industry, No for the rest of the world

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Is it an ARG?

Self-organizing nature of player base?The game assigns people to different family branches; the idea is that we are competing against each other. It’s not clear yet how this will workIt s not clear yet how this will work. Players are collaborating online to exchange card info and ideas.Some players sign up as all four family branches to

i t b k t f hgain access to back-story of each.

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Is it an ARG?

Final Verdict?

While the term “ARG” is never mentioned in any OOG news releases, all evidence points to an attempt to simulate anreleases, all evidence points to an attempt to simulate an alternate reality. In this case, the alternate reality happens to be the back-story of world history (including the player).

If we accept the simulation, this game is an ARG with two important contributions to the art:

It is an ARG for kids

It is an ARG with an obvious revenue stream that doesn’t seem to spoil theIt is an ARG with an obvious revenue stream that doesn t seem to spoil the fun of playing it.

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