PLAY
SCVNGR
@
JOSLYN:
Integrating
Location
Based
Gaming
in
an
Art
Museum
Laura
Huntimer
Interpretive
Media
Manager,
Joslyn
Art
Museum,
Omaha
NE,
USA
March
2011
Introduction
It
all
started
with
a
cold
call
from
Nick
Herbold
at
SCVGNR
on
a
crisp
October
2009
day
here
at
Joslyn
Art
Museum
in
Omaha,
Nebraska.
Nick
wanted
to
visit
with
someone
about
something
called
SCVNGR.
I
thought,
ok,
what
could
it
hurt
to
learn
more,
however
I
knew
I
would
have
to
figure
out
a
polite
way
to
say
“no
thank
you”
due
to
our
unfortunate
economic
state,
as
many
museums
were
experiencing
at
that
time.
We
set
up
a
time
to
meet
–
a
Friday
afternoon.
It
did
not
take
long
before
I
was
hooked!
I
wanted
to
see
what
the
back‐end
looked
like,
and
on
a
Friday
afternoon
at
the
end
of
my
day
after
a
long,
very
long
week,
my
mind
started
racing.
I
immediately
started
coming
up
with
ideas
with
how
we
could
use
this
technology
at
Joslyn
–
use
it
not
pay
for
it.
This
idea
of
location‐based
gaming
was
just
filled
with
awesomeness.
I
took
an
enormous
amount
of
notes
after
asking
every
question
about
SCVNGR
that
you
could
possibly
pose.
Then
I
demonstrated
it
to
my
boss
and
questioned,
can
we
do
this?
And
the
answer
was
not
this
year
due
to
budget
constraints.
Sadly,
I
had
to
call
back
with
the
update.
I
told
him
not
to
forget
about
us
because
again,
I
was
hooked.
We
kept
in
contact
as
SCVNGR
grew
and
developed,
so
did
my
interest
in
creating
treks
at
Joslyn.
Eventually
after
the
start
of
the
new
year,
SCVNGR
@
Joslyn
became
a
reality,
and
we
started
the
process
of
integrating
location
based
gaming
into
our
technology
plan.
Background
|
planning
and
development
process
Joslyn
Art
Museum
was
a
generous
gift
to
the
people
of
Omaha
from
Sarah
H.
Joslyn
(1851–
1940),
who
upon
her
husband’s
death,
devoted
herself
to
creating
a
memorial
that
would
perpetuate
their
shared
interests
in
music
and
art,
as
well
as
benefit
the
greatest
number
of
people
possible.
When
it
opened
on
November
29,
1931,
the
new
museum
received
several
private
collections
as
gifts,
as
well
as
collections
from
the
Art
Institute
of
Omaha
and
the
Friends
of
Art.
After
she
gave
this
gift,
Sarah
decided
it
was
up
to
Omahans
to
determine
what
to
do
with
it,
and
said,
“If
there
is
any
good
in
it,
let
it
go
on
and
on.”
The
Walter
and
Suzanne
Scott
Pavilion,
a
58,000
square‐foot
addition
built
in
1994,
connects
to
the
original
Art
Deco
Memorial
building
with
the
magnificent
glass
ConAgra
Atrium.
In
2007,
Joslyn
celebrated
75
years
of
achievement
and
inspiration,
and
soon
after
a
year
of
events
construction
started
on
the
Peter
Kiewit
Foundation
Sculpture
Garden
that
opened
to
the
public
on
June
6,
2009.
Then
on
October
31,
2009,
Joslyn
Art
Museum
opened
a
children's
Discovery
Garden,
the
final
phase
of
the
campus
redevelopment.
(For
additional
Joslyn
history,
visit
www.joslyn.org)
‐
1
‐
LMH
rev
3/16/11
PRE‐SCVNGR.
Joslyn
has
had
the
traditional
interactive
museum‐type
offerings:
• Interactive
computer
kiosks
featuring
Art
of
the
American
West
and
Native
American
Art
• Art
Packs
filled
with
hands‐on
activities
for
families
to
take
into
the
galleries
• Audio
Guides
featuring
the
extensive
Art
of
the
American
West
collection
• Scott
EdTech
Gallery
with
computers
highlighting
various
interactive
programs
and
web
sites
While
these
are
still
valid
offerings
for
visitors
who
would
prefer
the
solo
experience
of
an
audio
guide
or
the
hands‐on
tactile
encounter
the
Art
Packs
provide,
but
what
about
the
high‐tech
savvy
audience
glued
to
their
mobile
devices?
Do
we
really
want
to
tell
them
to
put
away
their
cell
phone*?
It
would
seem
like
this
is
an
easy
way
to
alienate
an
important
audience,
and
strengthen
the
flawed
image
that
an
art
museum
is
an
arrogant
place
intended
only
for
those
intelligent
enough
to
view
art.
*At
the
start
of
this
experiment,
cell
phones
and
photography
were
NOT
allowed
in
the
galleries,
and
these
rules
have
since
reversed.
SCVNGR
EXPERIMENT.
When
SCVNGR
was
officially
part
of
the
Museum’s
agenda,
I
took
ownership
of
the
bulk
of
this
program
creating
the
content
as
well
as
making
sure
all
the
moving
pieces
fit
together.
The
treks,
a
series
of
challenges
connected
and
automated
through
SCVNGR
technology
to
create
an
engaging
experience
for
museum
visitors,
were
built
completely
in
house.
Most
staff
members
were
hands
off
at
first
when
it
came
to
the
technology,
and
it
took
much
coaxing
to
get
them
to
at
least
try
a
challenge.
Then
I
was
able
to
get
SCVNGR
on
the
schedule
for
the
summer
programs
under
the
Late
‘til
8
umbrella.
So
at
first,
I
was
the
team,
but
I
should
include
SCVNGR
as
creative
partner
because
when
they
say
they
are
there
to
help
you
after
you
begin
planning
and
building
your
treks,
they
really
are
available
in
ways
I
that
could
be
described
simply
as
Customer
Service
Plus.
Their
staff
created
a
static
web
page,
reviewed
scripts,
designed
graphics,
and
answered
more
questions
than
you
can
imagine.
I’m
a
museum
educator;
we’re
inquisitive.
So
who
is
SCVNGR?
The
company
is
quite
fun
to
work
and
interact
with,
just
look
at
the
titles
of
some
of
the
staff
members:
Chief
Rockstar
(COO),
Pixel
Czar
(Design
Architect),
Clue
Shredder
(Game
Designer),
and
King
of
Bling
(Designer).
And
be
prepared
to
be
called
“Rockstar,”
and
get
ready
to
capture
the
ENERGY
everyone
expresses.
The
company
is
fairly
young,
in
fact
their
Chief
Ninja
(that’s
“founder”
for
those
of
us
with
an
old
school
vernacular),
Seth
Preibatsch,
is
in
his
early
20s.
But
do
not
let
his
age
distract
you
as
he
created
his
first
web
start‐up
when
he
was
twelve.
FIRST
ATTEMPT.
After
a
disappointing
summer
2010
of
Late
‘til
8
events,
ZOMG!,
enter
the
fabulous
Kellian
Adams,
better
known
as
the
Institutional
Mastermind
at
SCVNGR.
Nick
was
transitioning
to
a
new
position,
SCVNGR
Guru
and
Recruiter,
and
he
was
putting
me
in
the
quite
capable
hands
of
Kellian.
I
will
admit,
after
the
dismal
summer,
I
was
ready
to
throw
in
the
towel.
This
is
after
thirteen
evenings
sitting
outside
conversing
with
visitors
to
convince
them
that
it
is
ok
to
use
your
mobile
device
as
more
than
a
phone
or
a
time
piece.
I
think
I
had
heard
every
kind
of
rejection
including
versions
of
“it’s
not
you,
it’s
me”
from
those
who
did
not
text.
(For
additional
comments
about
Late
‘til
8,
see
case
study
in
Resources
and
Technical
Details)
‐
2
‐
LMH
rev
3/16/11
It
is
important
to
mention
that
during
the
summer,
SCVNGR
was
also
transitioning
from
the
text‐
only
based
version
to
the
next
generation
featuring
downloadable
apps
for
mobile
devices
while
keeping
the
text
as
an
option.
This
was
an
interesting
switch
because
at
the
time
there
were
only
two
people
Joslyn
staff
members
who
could
help
me
test,
one
with
a
Droid
and
the
other
with
an
iPod
Touch.
We
here
in
the
Midwest
have
somewhat
of
a
slower
adoption
rate
with
regards
to
technology
I
have
discovered.
In
fact
I
just
purchased
my
first
iPhone
after
waiting
on
pins
and
needles
waiting
for
my
contract
to
allow
me
the
upgrade
(and
yes,
I
don’t
know
how
I
lived
before
it!).
THE
TEAM.
Kellian
certainly
breathed
life
back
into
this
project
of
utilizing
their
technology
at
Joslyn.
She
had
spectacular
advice
as
well
as
the
drive
to
make
our
next
event
we
decided
upon
to
feature
SCVNGR,
College
Night,
a
success.
Though
she
understood
and
empathized
with
me
about
the
rejection,
she
had
a
plan
that
included
a
spreadsheet
with
more
tasks
than
I
could
image
for
this
so
there
was
no
time
to
waste.
I
needed
an
intern,
marketing
team,
and
volunteers.
Check,
check
and
check.
The
intern
was
a
University
of
Nebraska
at
Omaha
international
studies
student,
Amber
Green,
and
had
worked
at
previous
museums
with
technology.
It
would
be
her
job
to
research
and
select
artworks
for
the
trek
as
well
as
securing
rewards.
The
marketing
team
was
our
Marketing
and
Design
Coordinator,
Jennifer
Gleason
and
Communications
and
Marketing
Manager,
Amy
Rummel
and
who
created
the
flyers
and
eventually
added
the
SCVNGR
information
to
Joslyn’s
Members
Magazine,
respectively.
The
volunteers
consisted
of
another
UNO
student,
Katie
Grant,
who
helped
test
the
trek,
promote
College
Night
and
oversee
the
hands‐on
activity
that
was
part
of
the
trek.
Members
of
Joslyn’s
high
school
volunteer
group
called
JAMbassadors
were
on
hand
during
the
program
to
promote
the
trek
and
assist
as
needed.
I
also
called
on
Director
of
Adult
Programs,
Susie
Severson,
to
review
the
trek
script
as
College
Night
was
her
program.
PLATFORM.
The
great
thing
about
SCVNGR
is
that
a
majority
of
the
general
public
today
has
some
kind
of
“mobile
device”
on
which
you
play
the
treks.
This
includes
playing
via
app
on
iPhones,
iPod
Touches,
iPads,
and
Android.
And
to
oblige
those
who
have
yet
to
adopt
the
smart
technology,
users
may
still
play
via
text,
which
fortunately
many
of
Joslyn
visitors
seem
to
use.
So
for
Joslyn,
all
we
have
to
do
is
supply
the
visitor
with
instructions.
This
platform
is
so
accommodating
that
it
would
be
easy
to
recommend
this
to
other
institutions.
FUNDING.
In
the
beginning,
there
was
no
budget
dedicated
to
SCVNGR.
Fortunately,
SCVNGR
understands
that
museums
in
the
non‐profit
world
were
hit
quite
hard
by
the
economic
downfall.
For
2011,
SCVNGR
offered
a
scholarship
program
to
which
we
applied,
and
were
grateful
to
receive
the
grant
so
we
will
be
able
to
go
ahead
with
plans
to
integrate
SCVNGR
technology
into
more
Museum
programs.
THE
SELL.
One
crucial
aspect
of
gathering
support
for
something
new
is
to
have
an
optimistic
boss
like
mine,
Director
of
Education
Nancy
Round,
who
allows
you
the
freedom
to
pursue
these
types
of
projects
and
provides
enthusiastic
encouragement
along
the
way.
And
then
when
considering
sell
of
this
product
to
the
rest
of
the
Museum
stakeholders
(education
colleagues
and
various
staff
members
necessary
for
the
promotion
and
the
success
of
the
program),
it
was
both
that
of
a
hard
sell
and
easy
sell.
‐
3
‐
LMH
rev
3/16/11
While
that
may
seem
like
a
paradox,
allow
me
to
explain.
It
was
easy
because
I
explained
how
the
product
worked
to
these
key
players
through
demos
and
discussions
about
it
so
much.
Any
time
a
new
program
came
up
in
a
meeting,
I
inserted
my
thoughts
on
how
a
SCVNGR
trek
could
be
incorporated.
Everyone
loved
the
idea
of
having
this
technology
available
to
offer
to
our
growing
tech
savvy
audience.
In
fact
now
a
few
months
into
it,
and
I
have
education
colleagues
and
members
of
our
development
department
coming
to
me
saying
that
they
would
like
to
offer
a
SCVNGR
trek
at
their
various
events.
HUZZAH!
The
hard
sell
though
was
actually
getting
colleagues
to
try
it
for
themselves.
In
the
Museum
I
believe
there
are
now
probably
no
more
than
five
people
with
smartphones,
and
those
who
are
texting
are
not
sure
if
they
are
ready
to
try
something
new.
I
received
so
many
“I
should
try
this”
or
“no
I
haven’t
yet,
but
I
need
to”
excuses.
At
this
point,
however,
I
am
happy
to
report
that
a
majority
of
these
stakeholders
have
tried
it.
The
common
response
back,
“This
is
so
cooool!”
Yes,
with
that
many
o’s
in
cool.
COST
TO
THE
USERS.
Currently
the
use
of
this
technology
is
free
to
users
and
there
are
no
plans
to
charge.
The
app
to
download
is
free,
and
regular
text
charges
apply
if
users
do
not
have
text
plan
for
their
phone.
Loaners
have
been
discussed
to
accommodate
those
who
do
not
have
a
mobile
device
or
forgot
to
bring
it
to
the
Museum.
However,
through
casual
observation
those
who
do
not
have
their
own
mobile
device
would
not
be
interested
in
borrowing
something
from
the
Museum.
They
are
quite
content
to
view
the
museum
offerings
without
the
use
of
high‐
tech
devices.
Further
thought
will
need
to
be
given
to
the
idea
of
loaners.
App
Content
The
content
arrives
to
the
user
in
two
forms.
First,
up,
users
playing
via
text
(which
was
the
original
intent
of
SCVNGR).
Users
text
a
keyword
to
SCVNGR
(728647),
and
they
will
receive
the
place
and
challenge
in
the
form
of
a
text
message
(SMS).
The
order
of
the
challenges
via
text
depends
on
how
the
path
was
set
in
the
builder:
SmartRoute
or
Linear.
When
the
path
is
set
to
Linear
it
means
I
will
determine
the
route
in
which
they
will
follow
when
doing
this
trek.
The
SmartRoute
options
determines
where
users
are
during
the
trek
based
on
the
questions
being
accessed,
and
the
technology
will
redirect
users
so
there
is
more
balance
at
the
various
places.
The
linear
is
advantageous
if
you
want
the
“story”
to
unfold
in
a
certain
order
and
perhaps
with
the
final
challenge
you
want
them
to
do
a
specific
directive
(for
example,
come
to
the
SCVNGR
table
to
collect
your
reward).
The
app
version
throws
your
control
out
the
window….well,
somewhat.
Each
challenge
entered
into
the
builder
has
a
place.
Remember
in
text
form,
users
will
receive
their
place
information
via
a
text
message.
Those
users
playing
via
app
view
a
list
of
places
and
they
may
determine
their
own
route
by
selecting
the
place
in
which
they
would
like
to
visit
first,
second,
etc.
Each
place
then
lists
the
titles
of
the
challenges
located
there.
If
one
would
like
to
somewhat
control
the
order
in
which
the
challenges
are
accessed,
the
builder
could
name
the
challenges
1,
2
3,
etc.
This
idea
is
of
course
dependent
on
the
user
following
those
“directions.”
‐
4
‐
LMH
rev
3/16/11
FIRST
ATTEMPT.
When
I
first
started
using
SCVNGR
at
Joslyn,
it
was
for
the
newly
formed
program
Late
‘til
8.
Every
Thursday
during
the
summer
of
2010,
various
programs
were
offered
to
museumgoers.
Everything
from
lectures,
to
art
making,
to
tours,
to
performances
to
finally,
“cell
phone
games”
(as
the
Museum
dubbed
them
at
first)
were
planned.
The
SCVNGR
treks
were
to
be
the
outdoor
(and
free)
activity
that
would
be
available
for
those
thirteen
evenings.
They
were
high‐tech
sculpture
garden
tours
which
while
they
were
for
this
specific
13
installment
event,
they
could
easily
fall
under
the
available
the
entire
time
category.
SECOND
ATTEMPT
IS
A
KEEPER.
Then
after
the
bleak
summer
of
“cell
phone
games”
during
this
Late
‘til
8
program
(more
about
that
in
the
feedback
area)
as
I
mentioned
earlier,
Kellian
determined
I
would
have
one
program
where
we
followed
all
the
guidelines
correctly,
and
how
could
we
lose
doing
this
at
College
Night.
We
had
the
correct
demographic
and
it
did
prove
to
be
quite
a
successful
event.
Kellian
would
not
have
allowed
this
event
to
fail.
And
then
I
started
looking
for
more
events
on
the
books
at
Joslyn
to
offer
this
technology.
Until
here
we
are
today,
and
I
have
almost
a
dozen
treks
in
the
works.
A
majority
of
them
are
for
upcoming
events
or
special
exhibitions,
however
there
are
some
like
the
sculpture
garden
ones
and
a
highlights
tour
that
will
be
available
for
the
general
public
when
they
visit.
WRITING
THE
TREKS/CHALLENGES.
One
thing
consistent
with
all
trek
building
is
that
I
start
with
a
word
document
I
call
the
“script”
of
the
trek.
This
is
where
I
start
writing
the
challenges
and
the
details
of
the
trek.
It
is
easy
to
do
a
quick
character
count
(all
the
key
fields
in
the
builder
need
to
stay
under
a
certain
number
of
characters.
For
example,
challenges
and
done
messages
must
be
160
characters
or
less).
I
also
have
a
blank
trek
script
that
I
give
to
my
colleagues
when
they
want
to
have
me
build
a
trek
for
their
event.
This
helps
them
get
into
the
mindset
of
SCVNGR
as
well
as
understand
how
concise
the
challenges
need
to
be.
Example
of
blank
trek
script
(including
basic
info
and
details):
_______________________
Trek
BASIC
INFO
Keyword:
[jam
will
be
first
3
characters]
Title:
[25
character
limit]
Description:
[160
character
limit]
Image:
[pic
to
go
with
trek/small
thumbnail]
follow
link
to
see
examples
http://www.scvngr.com/joslyn
SOME
DETAILS
Map:
[map
of
the
Museum
–
can
be
customized
for
each
trek]
Competitive
trek:
[yes
or
no]
SMS:
[for
those
using
text,
is
it
linear
goes
in
a
specific
order
or
Smart
Route
(SR
distributes
the
challenges
to
that
there
are
not
a
lot
of
users
in
one
area]
for
those
using
the
app,
order
cannot
be
specified.
CHALLENGE
Place:
[Gallery/Location];
[brief
directions];
Description:
[160
character
limit‐description
of
the
gallery
or
special
exhibition]
Title:
[Can
be
the
name
of
the
artwork]
Points:
[2‐5]
Challenge:
[160
character
limit]
Challenge
Type:
[STR‐Specific
Text
Response;
OR‐Open
Response;
PC‐Photo
Challenge]
Answers:
[Only
necessary
for
a
STR
answer]
‐
5
‐
LMH
rev
3/16/11
Multimedia:
[Small
image
or
video
for
Smart
Phone
users]
Done
Message:
[160
character
limit]
Incorrect
Message:
[160
character
limit
–
only
necessary
for
an
STR
answer]
Fail
Message:
[160
character
limit
–
only
necessary
for
an
STR
answer]
There
are
four
types
of
challenges:
Specific
Text
Response,
Open
Response,
Photo
Challenge,
and
QR
Code.
I
have
not
utilized
the
QR
Code
one,
yet.
For
the
STR,
all
acceptable
answers
need
to
be
provided
in
the
builder.
SCVNGR
will
handle
misspelled
words,
which
is
an
upgrade
from
the
text
only
version
where
I
would
have
to
guess
the
potential
mistakes.
The
OR
is
where
you
write
an
open‐ended
question,
and
they
may
answer
back
anything.
And
finally
the
PC
is
now
much
easier
to
write
since
non‐flash
photography
is
now
allowed
in
Joslyn’s
galleries.
Users
snap
a
pic
and
submit
via
app
or
email
or
MMS
the
pic
to
pics@scvngr.com.
AUDIENCE.
The
audience
for
the
treks
varies
from
middle
school
students
to
college
students/young
professionals
to
families.
And
one
surprising
group
that
is
expanding
is
the
Baby
Boomer
visitors.
With
each
event
it
seems
that
the
latter
group
is
becoming
more
adventurous
with
their
technology
use.
So
when
writing
the
content
for
the
treks
the
audience
must
be
considered.
For
the
members’
events
they
are
written
for
the
family
audience,
however
when
the
audience
is
not
to
be
so
across
the
board
(for
example,
College
Night),
the
challenges
may
be
written
at
a
different
level.
Also,
artworks
with
more
controversial
subjects
may
be
selected
for
this
students
and
young
professionals
audience.
One
thing
to
remember
though
when
writing
the
challenges
is
that
they
are
meant
to
be
fun
and
not
meant
to
test
their
art
history
knowledge.
Member’s
Event
Standard
Text
Response
Challenge
Example:
Challenge:
Look
for
the
painting
“Giorgio
Cornaro
with
a
Falcon.”
Who
is
at
his
side?
a)
cat,
b)
monkey,
c)
lion
or
d)
dog.
Answers:
d,
dog,
d)dog,
d)
dog
Done
Message:
Correct!
Titian
was
known
for
his
portraits.
Stop
by
the
EdTech
Gallery
to
create
a
virtual
portrait
or
one
on
paper.
College
Night
Standard
Text
Response
Challenge
Example:
­
Challenge:
With
my
clever
hands
I
left
no
detail
out,
from
leather
glove
to
the
falcon’s
hood.
I
betrayed
my
Italian
origins
by
the
dark
tonality
of
my
portrait.
Who
am
I?
Answers:
Titian
Done
Message:
Correct!
Titian
was
an
exceptional
artist
whether
he
was
painting
landscapes
or
portraits,
and
his
unique
use
of
color
was
extremely
influential.
Titian (Tiziano Vecelli) (1488/90-1576), Italian;
Venetian Giorgio Cornaro with a Falcon, c. 1537,
oil on canvas, Museum Purchase.
Joslyn Art Museum
‐
6
‐
LMH
rev
3/16/11
College
Night
Standard
Text
Response
Challenge
Painting
with
controversial
subject
example:
Challenge:
In
this
case
three
IS
a
crowd.
Find
“Abelard
&
Heloise
Surprised
by
the
Abbot
Fulbert.”
Abelard
is
Heloise’s
teacher…&
lover.
How
many
books
do
you
see?
Answers:
4,
four
Done
Message:
Correct!
The
tragic
love
affair
ultimately
ends
with
Abelard
becoming
a
monk
(after
being
castrated!)
&
Heloise
becoming
a
nun.
Vignaud, Jean (1775-1826), French Abelard and Heloise Surprised by
the Abbot Fulbert (Les Amours d'Héloïse et d'Abeilard), 1819, oil on
canvas, Museum Purchase, Collector's Choice. Joslyn Art Museum.
A
new
audience
for
these
treks
is
the
self‐guided
school
groups.
Teachers
are
looking
for
things
to
do
when
they
bring
their
students
on
these
visits,
and
we’ve
been
handing
them
the
instructions
for
various
treks
as
well
as
working
with
some
groups
to
develop
a
customized
highlights
tour.
One
of
the
great
things
about
SCVNGR
is
that
within
each
trek,
I
may
activate
or
deactivate
a
challenge.
This
allows
me
to
customize
the
highlights
tour
based
on
the
audience
level
and/or
the
needs
of
the
teachers
bringing
the
students.
Want
to
include
a
specific
artwork?
Done.
Want
to
keep
it
to
a
set
number
of
challenges?
Done.
The
customization
allowed
within
the
SCVNGR
platform
allows
for
more
flexibility
than
a
traditional
audio
tour
or
even
a
cell
phone
tour.
ENGAGING
VISITORS.
The
SCVNGR
treks
allow
us
the
opportunity
to
engage
visitors
in
a
unique
way
with
the
artwork.
This
is
a
site‐specific
experience.
Following
advice
of
Kellian,
the
challenges
need
to
have
responses
where
the
visitor
needs
to
be
in
the
presence
of
the
art
and
answers
are
not
easily
“Googled.”
While
you
may
access
the
trek
via
text
from
anywhere
in
the
world,
it
will
not
make
a
lot
of
sense
without
having
the
artwork
in
front
of
you
to
study
it
and
complete
your
challenge.
Playing
Joslyn’s
treks
via
app
is
not
possible
unless
you
are
physically
in
Omaha.
Each
trek
has
an
anchor
point
so
for
example,
the
anchor
in
the
Museum’s
treks
is
Joslyn’s
address.
The
Museum’s
treks
will
not
show
up
on
your
list
of
“nearby
treks”
until
you
are
within
a
certain
mile
radius
(determined
by
SCVNGR).
TRANSITIONING
FROM
TEXT‐ONLY
TO
APP‐CENTERED.
When
I
first
started
building
my
treks,
it
was
a
text
only
version
of
the
SCVNGR
Builder.
With
this
version
I
had
to
write
a
clue
for
visitors
to
find
the
object,
and
then
create
a
challenge
when
the
user
reached
the
artwork.
For
very
first
trek
I
decided
to
write
the
clues
as
limericks
for
visitors
to
find
the
sculpture.
The
visitor
would
text
the
last
name
of
the
artist,
and
when
they
got
that
correct
their
challenge
would
arrive.
If
visitors
needed
help,
they
could
text
“hint”
(and
with
the
app‐centered
builder
you
may
put
write
a
hint
in
the
“incorrect
message”
field).
‐
7
‐
LMH
rev
3/16/11
Sculpture
Garden
Games
1
example:
Clue:
When
in
need
of
REST,
A
place
to
sit
becomes
your
QUEST.
4
legs
it
must
PRESENT
with
colors
that
ACCENT.
Reaching
this
artwork,
you’ll
not
feel
STRESSED.
Hint:
Fire
fuel
+
older
boy
=
artist’s
last
name
Custom
Correct
Message:
You
got
it!
Be
sure
to
take
a
moment
to
sit
&
look
around
the
garden.
Inhale
the
smell
of
the
mingling
aromas
of
Amur
Corktree
&
Amur
Chokecherry
trees.
Challenge:
Tell
us
what
words
you
would
use
to
describe
this
artwork?
Hint:
You
may
want
to
consider
texture,
color,
shape
&
style
words
for
your
description.
Custom
Correct
Message:
Really?
Quite
interesting!
Get
ready
for
your
next
clue!
Woodman, Betty. Bronze
Bench #5
. Joslyn Art Museum
(For
examples
of
text‐only
treks,
see
Sculpture
Garden
Tours
1
&
2
Trek
Scripts)
As
SCVNGR
evolved,
the
app‐centered
builder
eliminated
using
clues
and
hints
to
find
the
place
you
need
to
be.
Rather
it
would
give
you
the
place,
and
then
the
user
would
receive
a
challenge
to
earn
points.
Go
Places,
Do
Challenges
and
Earn
Points.
The
process
of
getting
to
the
place
became
automated
for
those
playing
via
text.
And
so
I
began
writing
challenges
for
College
Night.
College
Night
Photo
Challenge
Example:
Challenge:
Find
"Three
Guardian
Figures."
We
are
taking
applications
for
a
guardian
position.
Put
on
your
fierce
face
&
pose
for
the
camera.
Done
Message:
That
was
great!
You
will
definitely
be
considered
for
the
position!
College Night Attendees submitted photo challenge for this trek challenge.
College
Night
Open
Response
Challenge
Example
Challenge:
Make
your
way
to
Veronese’s
“Venus
in
the
Mirror."
How
do
you
feel
about
this
painting?
How
would
you
depict
the
Goddess
of
Love?
Done
Message:
That's
intriguing!
The
symbolic
presence
of
Venus
appears
in
art
to
represent
love,
lust,
fertility,
beauty,
and
sexuality.
Veronese (Paolo Caliari) (1528-1588), Italian; Venetian, Venus at Her Toilette,
c. 1582, oil on canvas, Museum Purchase. Joslyn Art Museum
‐
8
‐
LMH
rev
3/16/11
Another
idea
was
to
have
College
Night
attendees
create
some
kind
of
art.
Without
a
budget
for
this
project,
the
intern,
Amber,
came
up
with
an
idea
to
make
an
environmentally
friendly
“Little
Dancer”
after
the
artwork
Little
Dancer
Aged
Fourteen,
by
Edgar
Degas.
She
collected
twigs,
leaves,
berries
and
other
items
from
her
backyard.
College
Night
Photo
Challenge
Example:
Challenge:
Reproduce
an
environmental
friendly
Little
Dancer
in
the
Fountain
Court
using
the
materials
provided.
Snap
a
pic;
show
the
volunteer
to
claim
your
prize!
Done
Message:
Very
cool!
Did
you
know
works
by
Degas
&
fellow
Impressionists
were
deemed
unsuitable
by
the
Academy?
Today
their
work
is
some
of
the
most
popular
art.
College Night Attendees submitted photo challenge for this trek challenge.
The
content
developed
for
the
SCVNGR
treks
is
exclusively
available
through
the
treks.
While
some
consideration
was
thought
that
there
could
be
a
paper
guide
version,
I
quickly
dismissed
that
idea
to
encourage
use
of
the
technology.
The
goal
is
to
embrace
and
encourage
technology
use
so
why
offer
a
paper
version.
There
has
been
a
thought
to
transition
the
clips
from
the
traditional
audio
guides
to
a
perhaps
SCVNGR.
There
is
a
section
where
a
video
may
be
uploaded
so
perhaps
this
audio
could
be
used
there.
That
planning
is
further
down
the
road.
(For
more
challenge
examples,
see
College
Night
and
Members
Preview
trek
scripts)
Feedback
Data
Rather
than
distribute
an
evaluation
to
SCVNGR
users,
I
would
ask
a
question
or
two
and
then
simply
listen
to
what
they
had
to
say.
My
goal
was
to
get
them
hooked
on
using
this
technology,
and
I
thought
a
paper
copy
of
a
survey
would
go
against
the
idea
of
presenting
a
high‐tech
experience.
Many
visitors
loved
the
idea
of
being
able
to
use
their
phone
while
viewing
the
artwork.
They
like
the
idea
of
the
interaction
and
responses.
However,
while
people
liked
this
aspect,
a
number
of
people
loathed
the
idea
of
using
their
phone.
Most
of
these
comments
came
from
visitors
who
only
used
their
phone
to
talk
or
basic
basic
texting.
It
was
interesting
that
some
visitors
were
expecting
the
solo
experience
of
an
audio
guide
with
only
minimal
interaction
from
the
trek.
They
wanted
to
stroll
about
the
gardens
with
their
glass
or
wine,
while
kids
loved
the
idea
of
racing
each
other
and
earning
points.
The
basic
tour
could
be
accomplished
using
the
SCVNGR
technology
combined
with
some
creative
writing,
but
since
that
goes
against
the
intent
of
SCVNGR,
I
felt
it
best
to
create
that
interactive
experience.
Through
the
SCVNGR
place
page/web
site
(www.scvngr.com/joslyn),
I
am
able
to
view
the
statistics
of
the
trek.
At
times
I
do
call
on
Kellian
to
assist
me
in
interpreting
the
data.
One
of
‐
9
‐
LMH
rev
3/16/11
the
easiest
ways
to
gauge
the
effectiveness
is
checking
the
number
of
“People”
on
the
statistic
pages
to
see
how
many
people
played
the
trek.
I
take
note
when
there
are
special
events,
mark
the
number
of
people
and
then
check
it
periodically
to
record
the
stats.
This
is
true
for
those
treks
that
go
from
being
an
event‐only
trek
with
rewards
to
one
that
is
available
all
the
time
for
the
general
public.
And
speaking
of
rewards.
That
is
another
key
element
to
the
SCVNGR
mantra.
Go
places,
do
challenges,
earn
points.
The
points
are
a
form
of
reward
(not
prize)
that
users
receive
when
they
play.
For
special
events
at
the
Museum,
our
rewards
have
varied
from
SCVNGR
sunglasses,
and
art
books
at
College
Night
to
Museum
Shop
coupons
and
boxes
of
cards
at
Museum
members
only
events.
When
I
was
first
offered
this
during
the
summer
as
part
of
the
Late
‘til
8
program,
users
would
ask
what
they
get
for
doing
this,
and
quite
a
few
wanted
more
than
“the
satisfaction
of
playing
and
completing”
a
trek.
So
I
started
bringing
postcards
with
me
to
handout
to
users
who
completed
the
treks.
They
would
return
to
my
humble
little
table,
tell
me
how
many
points
they
received,
and
this
was
also
an
opportunity
to
gather
the
all‐important
feedback
while
giving
them
their
reward.
At
the
most
recent
members
only
event,
I
had
a
great
opportunity
to
visit
with
two
Generation
Z’ers
who
quite
energized
after
completing
the
trek
and
receiving
their
reward
while
waiting
for
their
sister
to
finish.
The
trek
they
just
completed
had
six
challenges,
and
they
said
they
would
have
liked
it
to
have
more
challenges.
They
enjoyed
the
“bit
of
history”
after
the
answer
message.
They
also
said
they
liked
that
it
was
“fast
stuff”
to
read
(remember
only
160
characters),
because
if
it
was
too
long,
they
wouldn’t
want
to
read
it
at
all
(just
think
of
all
those
unread
labels
on
the
wall
next
to
the
artwork).
I
think
that
sums
up
the
prime
audience’s
attention
span,
and
it
also
shows
why
this
technology
is
critical
to
reaching
this
audience.
(For
additional
feedback,
see
case
studies
in
Resources
and
Technical
Details)
Mobile
Product
Design
Control
of
content
was
one
of
the
significant
motivators
for
selecting
SCVNGR.
Once
signed
on
with
SCVNGR,
you
can
login
whenever
you
want,
24/7.
Think
of
an
idea
for
a
trek
at
3
in
the
morning,
all
you
have
to
do
is
login
and
start
building.
You
control
the
content,
how
it
is
written,
and
when
it
is
available
for
people
to
play.
We
are
leaving
the
information
age
of
the
late
90s
and
mid
2000s
settling
into
the
age
of
the
social
experience.
Facebook
and
Twitter
are
blazing
the
way
for
companies
like
SCVNGR
to
insert
itself
into
this
social
media
while
providing
a
service
that
is
quite
different
from
anything
out
“there.”
To
understand
it,
think
of
it
as
building
a
game
layer
on
top
of
the
world,
and
that
is
the
idea
of
SCVNGR
according
to
the
Chief
Ninja.
Users
playing
via
the
app
version
may
check‐in
at
the
place
where
their
challenges
are.
After
completing
a
challenge
using
Facebook
or
Twitter,
players
may
post
what
they
just
did
letting
all
their
friends
and
followers
know.
Another
layer
to
the
SCVNGR
is
that
you
can
friend
other
SCVNGR
players.
Also
with
the
app,
you
can
see
“what
others
are
doing”
once
you
complete
a
challenge.
Is
there
anyone
in
the
same
gallery?
Who
was
the
last
person
to
play?
‐
10
‐
LMH
rev
3/16/11
Joslyn
is
just
beginning
to
develop
a
social
networking
strategy.
A
Facebook
page
is
an
appropriate
start
and
there
is
promise
with
the
new
web
site
that
is
in
development
to
encourage
more
social
interaction
though
YouTube,
Twitter,
blogs,
and
of
course,
Facebook
accounts.
Small
steps,
but
we
as
an
institution
are
getting
“there.”
Marketing
|
explaining
it
to
the
average
museum
visitor
We first marketed this as “cell phone games” during the Late ‘til 8 programs. It was included
on all of the marketing information sent out to the media. And one way to measure the
success of it, I would suppose, is how people would avoid my table when they came to the
Museum for the other activities that were part of that program (those scheduled activities
proved to be my competition). In fact when this one couple passed by they were practically
clinging to the opposite wall so as to avoid me. When I said “hello” and thought I would take a
chance and tell them what I was doing, and they said they were afraid that I was promoting the
cell phone stuff.
For the College Night program in October, there was not a specific budget for the SCVNGR
piece of the event, so some creative thinking had to happen. Two thousand postcards were
being printed, and we were able to add the SCVNGR Bot and a QR code to take students to a
College Night static web page. Then a press release including these details went out to five TV
stations, six broadcasting companies along with their affiliated radio stations, about 200
newspapers (with extra push to The Reader and two college papers Creightonian and UNO
Gateway). Over 2600 members received an electronic email and 5000 households received
the members’ magazine. The turnout for college night was better than in years past.
For the evening, there were signs to get the students up to our table. And one of the key
components Kellian’s noted was to get SCVGNR on the program (hard copy handed to students
upon their arrival) that would help draw attention to it. And with subsequent events, the
inclusion of SCVNGR on the program continues to be an important element of success.
MEMBERS’ MAGAZINE. Since College Night, there has been a “teaser” in the Members’
Magazine, and the “Play us on SCVNGR” button placed in various locations of the magazine.
The idea is that this would pique members’ curiosity. The Development Department’s goal for
SCVNGR is to get members used to having a trek available at their events. And at the most
recent event, members were ascending the stairs with their phones ready to pick up their
instructions and get set on their adventure.
(For a view of the “teaser,” see the Members Mag & SCVNGR page)
The upcoming magazine has a number of treks, and it seemed time to expand on the teaser
from the previous magazine. There needed to be a delicate balance to attract the tech-savvy,
but not push away those just beginning to use mobile technology. By adding the trek names
and keyword to various articles and announcements in the magazine as well as the detailed
instructions, it will encourage members to play, or at least be interested in learning more.
‐
11
‐
LMH
rev
3/16/11
Spring
Members’
Magazine
Copy:
Play
SCVNGR
@
Joslyn
Joslyn
is
pleased
to
announce
SCVNGR
awarded
us
with
a
grant
to
provide
you
exciting
treks
making
interactive
connections
with
the
art.
We
are
grateful
for
this
opportunity
to
meet
one
of
the
Museum’s
goals:
integrate
technology
into
programs.
Not
only
will
our
tech‐savvy
members
enjoy
playing,
but
also
those
of
you
who
just
started
to
text
will
be
engaged
with
the
treks.
All
you
need
is
a
mobile
device.
What
is
SCVNGR?
SCVNGR
is
a
powerful
form
of
location‐based
social
media
that’s
about
going
places,
doing
challenges,
and
earning
points
.
.
.
all
with
just
a
mobile
device.
SCVNGR’s
big
idea
“is
to
build
a
game
layer
on
top
of
the
world.”
Joslyn
will
build
treks
taking
you
to
different
places
in
the
Museum
while
giving
you
creative
challenges
to
answer.
You
will
earn
virtual
rewards
in
the
form
of
points
and
sometimes
even
real‐world
rewards
at
events.
Start
playing
today!
How
Do
You
Play?
First,
look
for
the
SCVNGR
button
in
your
member’s
magazine
and
online
with
programs
and
exhibitions.
The
button
will
also
show
the
trek’s
name
and
keyword.
Next,
grab
your
mobile
device
and
follow
the
steps
using
either
the
trek
name
or
keyword
to
access
the
challenge‐filled
trek.
Play
via
app!
1. Download
the
free
SCVNGR
app
for
iPhone,
iPod
Touch
or
Android
2. Set
up
a
quick
SCVNGR
account
and
go
to
TREKS
3. Find
TREK
NAME
and
start
playing!
Play
via
text!
1. Text
KEYWORD
to
728647
2. Instructions
will
be
sent
via
text.
3. Respond
to
move
on.*
*regular
text
message
rates
apply
For
more
info
on
activated
TREKS
scan
this
QR
code
or
visit
to
www.scvngr.com/JOSLYN
Play
SCVNGR
at
Joslyn!!
Reflections
One
of
the
most
challenging
aspects
of
this
was
marketing
it
to
Joslyn
visitors.
I
naively
thought
that
since
I
found
the
technology
so
exciting,
that
it
would
not
take
great
deal
of
effort
to
“convince”
them
to
try
it.
As
I
mentioned
previously
in
this
case
study,
rejection
was
overwhelming
at
times
and
quite
draining.
I
remember
the
first
night
out,
and
I
was
ready
to
“sell”
it.
A
few
no’s
at
first,
which
was
understandable,
and
then
I
had
the
perfect
first
users.
I
explained
how
the
SCVNGR
works
and
they
were
high‐fiving
each
other.
‐
12
‐
LMH
rev
3/16/11
When
I
first
started
working
with
SCVNGR
technology,
I
thought
that
most
of
my
time
would
be
spent
researching
and
building
the
treks,
however
it
seems
more
time
is
needed
to
determine
how
to
promote
it.
Surprisingly,
the
least
challenging
aspect
is
researching
and
building
the
trek.
For
example,
Friday
morning
of
the
member’s
preview
I
was
able
to
participate
in
the
walk
through
the
special
exhibition
that
included
five
galleries
and
see
it
installed
for
the
first
time.
After
spending
about
60
minutes
in
the
galleries,
it
was
time
build
the
trek.
I
completed
it,
tested
it,
and
printed
my
signs
about
two
hours
before
the
scheduled
start
of
the
evening.
(For
additional
reflections,
see
case
studies
in
Resources
and
Technical
Details)
This
project
of
SCVNGR
@
Joslyn
has
been
a
somewhat
slow
learning
curve
and
adoption
rate
with
the
smart
technology,
however
at
this
point,
I
would
consider
it
a
success.
There
are
no
definite
plans
for
future
additional
mobile
services
or
products.
I
look
forward
to
the
additional
events
with
a
SCVNGR
component
planned,
and
it
has
been
quite
a
tremendous
educational
and
simply
fantastic
experience
integrating
SCVNGR
into
Joslyn
Art
Museum.
Resources
and
Technical
Details
College
Night
Flyer
Members
Mag
&
SCVNGR
Sculpture
Garden
Games
1
Trek
Script*
Sculpture
Garden
Games
2
Trek
Script*
College
Night
Trek
Script
Members
Holiday
Trek
Script
SCVNGR
Trek_blank
SCVNGR
Case
Study_
Late
‘til
8**
SCVNGR
Case
Study_College
Night**
SCVNGR
Case
Study_Members
Holiday**
*written
for
text
only
version
of
SCVNGR;
Late
‘til
8
**written
for
SCVNGR
‐
13
‐
LMH
rev
3/16/11
Images
from
The
Glory
of
Ukraine
Member’s
Preview,
February
11,
2011
Challenge:
Find
the
ARGALI
HEAD.
Study
the
bronze
with
curved
horns
&
note
the
hollow
neck
most
likely
attached
to
a
large
pole
to
become
a
“battering”
what?
(3
letters)
Answers:
RAM
Done
Message:
Correct!
An
argali
is
the
largest
species
of
mountain
sheep
&
known
for
its
virile
power.
Adding
a
rams
head
to
a
pole
is
how
“battering
ram”
got
its
name.
Challenge:
Find
the
ZOOMORPHIC
STATUETTE
WITH
WHEELS.
What
animal
does
it
look
like?
a)
DOG,
b)
PARROT,
c)
WHALE
or
d)
BULL.
Answers:
d,
bull,
d)bull,
d)
bull
Done
Message:
Correct!
Zoomorphic
means
having
the
form
of
an
animal
&
the
bull
symbolizes
male
fertility.
‐
14
‐
LMH
rev
3/16/11