Eric Dale's once-niche Instagram challenges have evolved into a highly sought-after service, and the Philly graphic designer will be launching his second citywide treasure hunt Friday.

Known online as Eric the Puzzler, Dale has built a strong local following since he began creating missions in 2020 to get people exploring the city. MORE: Roots Picnic organizers issue apology but no refunds after poor communication over weather delay angers festivalgoers

Every month, he hides a key somewhere in the city and posts clues to its location. His nearly 22,000 Instagram followers are then sent to find it and claim an unusual sponsored prize — which have included a LOVE statue candle, anime-inspired socks and fish fossil. The winner also gets featured on his page for bragging righ

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