From what I've gathered the Lutari and the daily puzzle is purely just a little site event, and is not going to be part of a current plot.
It could very well be an app, considering VIACOM sold NeoPets to JumpStart at the beginning of March (which you can verify through the dates they updated their T&C), so they would have had ample time prior and currently to finish developing it and JumpStart is a decent company that has several lucrative projects, so I am sure they have the manpower.
Edited by Andrewb, 23 March 2014 - 01:18 PM.