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The "small world phenomenon," popularized by Stanley Milgram, suggests thatindividuals from across a social network are connected via a short path ofmutual friends and can leverage their local social information to efficientlytraverse that network. Existing social search experiments are plagued by highrates of attrition, which prohibit comprehensive study of social search. Weinvestigate this by conducting a small world experiment at Burning Man, anevent located in the Black Rock Desert of Nevada, USA, known its unique socialsystems and community participation. We design location-tracking vessels thatwe routed through Burning Man towards the goal of finding a particular person.Along the way, the vessels logged individual information and GPS data. Two offifteen vessels made it to their designated people, but a month after BurningMan. Our results suggest possible improvements to limit rates of attritionthrough community participation and a design methodology that emphasizescultural practices to aid social experimentation.

Towards a new social laboratory: An experimental study of search through community participation at Burning Man