Wynonna Earp Scavenger Hunt: A Customized, Interactive Tourism Experience Themed Scavenger Hunt

In 2024, the Town of Didsbury created a truly unique promotional item: a customized, interactive Wynonna Earp-themed scavenger hunt designed to guide visitors through the town’s film locations and activated places. This innovative product reimagined tourism promotion as an immersive experience that continues to generate economic, cultural, and social returns far beyond its initial launch. 

The scavenger hunt was introduced as part of Earptopia Didsbury Day, a one-day film tourism event tied to the Earptopia Convention in Calgary. Over 200 international fans from 17 countries visited Didsbury to experience the fictional town of “Purgatory” from the cult TV series Wynonna Earp. Faced with the challenge of guiding a large number of visitors through the town safely and meaningfully, Didsbury Economic Development partnered with ClueSolvers to build a digital scavenger hunt that would engage fans while highlighting local offerings. For the event, players received a game card with a QR code that connected to the online app. The card served as a memorabilia for participants. 

The result was a compelling, gamified experience that directed participants to filming sites, storefronts, historical markers, and cultural spaces. Participants used mobile devices to solve clues, take selfies at locations like the reconstructed “Shorty’s Saloon” façade, and enjoy attractions such as the prop showcase, museum tea and storytelling, a “Taste of Purgatory” luncheon, through participating restaurants; Pride event at the library and businesses that offered themed products during the event. 

Results included: 

• A 38% increase in business revenues during the event. 
• Fans donated $10,000 and film props for the town’s permanent showcase and $4,500 in donations to the museum. 
• National and international media exposure, including on-site interviews conducted by Audible (Amazon) for their upcoming Wynonna Earp audio series. 

The scavenger hunt became a year-round, permanent digital tourism tool accessible through the ClueSolvers app. Participating businesses install a permanent clue in their storefront windows. While the original game was specifically developed for the event, the game was modified and today includes a range of film productions shot in Didsbury and key elements of local history, making it relevant to a broader audience of families and cultural tourists. The digital format ensures sustainability, with no printed materials required, and allows for continual updates with new content. ClueSolvers experienced great success offering the Didsbury game at the 2024 Spruce Meadows Christmas Market. 

Over 100 free game cards were distributed during Didsbury’s Country Christmas event, reinvigorating community engagement and local pride. The business community, recognizing its value, requested a second version for Christmas 2025 tailored for younger children and increased business involvement. 

By combining place-based storytelling, digital innovation, and strong community collaboration, Didsbury’s scavenger hunt stands out as a promotional item that is interactive, sustainable, and adaptable. It serves as a powerful dual-purpose tool for tourism attraction and business retention—drawing new visitors while supporting local businesses year-round. It is a replicable model and tool for small towns seeking to creatively promote their unique character, history, and economic potential through.