It follows the structure of Candyland - users roll the dice and follow the path.
But if they land on a "Draw Card" space they'll have to pick up a card that gives them some Hell. Each card gives a comical reason why the person has to move back - whether their ex shows up in their carshare, the ferry accidentally took them to the Rockaways, their bike got stuck in gridlock on the Wberg bridge, and many others.
The game struck a nerve with NYC commuters.
The New Yorker: Andrew Cuomo and the Unwinnable L-Train Game
The New York Times: More fun than a year without subways
New York Post: This board game helps Brooklynites prepare for looming L-train shutdown
AM New York: L train shutdown board game is coming to help you through your commute
Bushwick Daily: Yes, There's a Board Game to Help You Cope with the L Train Shutdown
Bowery Boogie: ‘Escape from Hell’ with this L-Train Shutdown Board Game
We also made the small screen a few times.
To promote the Kickstarter on facebook to Williamsburg Hipster Millennials, we used the website Fiverr to create a ton of random “charming” videos all for $5 each. We made a case study about it too:
And as you can guess by now, the board game was successfully funded on Kickstarter - we made 3x our goal.