On August 17 at 10:30 a.m., Sony Music unveiled the details of the hunt via a Columbia Records redirect from the "PJ20.com" website and a well-timed tweet from @PearlJam. The page featured a series of short clues that fans used to find the locations where the track titles would be revealed. Some hints led to physical locations, including a Times Square billboard in New York City and the Seattle club, Chop Suey. Other clues led to intangible media, including the LiveNation Facebook page and a broadcast from Pearl Jam's Sirius station. The first fan to find a particular track name and tweet its name with the hashtag "#PJ20" received a numbered Pearl Jam Twenty poster.
Scavenger Surfing: Pearl Jam fans who entered in "Pearl Jam 20" into a Google search learned the name of a track from "Pearl Jam 20."
Twelve hours later, the campaign had quadrupled the number of Pearl Jam mentions on Twitter, reaching 5.9 million tweets globally, and drew over 65,000 views to the PJ20 website, making it Columbia's most-viewed page of the day, according to Columbia.