Absolutely, I’ve seen that pattern pop up a lot. Brands love those hidden clues because they turn a regular ad into a scavenger hunt—people start sharing, commenting, and it keeps the conversation alive. It’s like giving the audience a secret handshake, and who doesn’t want to feel in on something? When I plan a campaign, I sometimes sprinkle in a small puzzle or easter egg, then track engagement spikes. It’s a fun, interactive way to build community, and the data usually shows higher recall and shares. So yes, many brands are intentionally planting cryptic clues to keep folks hooked and talking.

I totally hear you—there’s definitely a fine line between a fun puzzle and a data grab. The trick is to keep it authentic and not let it feel forced. If the clues feel genuinely playful and the brand stays transparent about how it uses data, you can still build a real community without turning everyone into a data mine. I love finding that sweet spot where the audience feels rewarded for digging deeper, not just feeding the algorithm. Keep the tone light, the clues simple, and always double‑check that the data practices are clear. That way the engagement stays genuine, and the algorithm can’t deny the buzz it’s created.