The Purification

With a mind-numbing ARG at its core, The Purification, a very cool interactive experience I did for New Mexico agency, McKee Wallwork Cleveland, began on September 22, 2006, when a mysterious website called ThePurification.org appeared on the web.

A cryptic symbol and a countdown clock were the only things found on the site. Hidden within the background were eight additional timers. Each added a clue to the origin and purpose of The Purification. For example, four clues were geographic coordinates that made a diamond around Taos, New Mexico.

Over the next two and half months, clues about The Purification were slowly released. The website was seeded through internet message boards, ski forums, MySpace emails, and guerilla items such as stickers, playing cards, and Starbucks napkins, bringing people all across the country into the mystery. Multiple online forums popped up to discuss theories on what The Purification was, eventually leading to
ThePurification.org having its own listing on Wikipedia.

When the clock reached zero, it was revealed that The Purification was an effort by Taos Ski Valley, a family run ski resort in northern New Mexico, to purify the sport of skiing, bringing it back to its roots and away from the glitz and glam that had taken over so many ski areas. This effort solidified Taos position as the home for pure skiers.

Category:

Travel & Events

Tags:

• purification
• taos
• skiing
• new
• mexico