CicLAvia Puzzle Hunt

Project Description

The CicLAvia puzzle hunt was a 9 piece puzzle distributed to different sponsor booths at 5 hubs in the South LA event. It encouraged engagement between participants and sponsors by giving them a chance to speak about what they do, how they do it, and reward participants in the process. My contributions to the project were mockups for the puzzle and other possible directions, custom logo, event leaflets and signage, and an Instagram story announcing the puzzle hunt.

Problem

CicLAvia wanted to increase engagement and participation between attendees and smaller sponsors.

Insights

Through interviews we learned that many loyal participants look forward to collecting the commemorative pins that are given out at each event. Our field observations also showed that people love free products. Booths that gave out merchandise were the most popular and received the highest amount of foot traffic.

Solutions

Our solution harnessed the power of adventure and merchandising by distributing 9 pieces of the puzzle along with a frame to many different booths. This way those who wanted a full puzzle would have to traverse the whole route and go up to booths that may otherwise go unnoticed. Feedback from sponsors and CicLAvia themselves showed that it was very successful in opening conversations between participants and sponsors.