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U.S. Navy Project Architeuthis

Project Architeuthis is the first Alternate Reality Game ever launched by a branch of the U.S. Armed Forces for recruitment purposes. Its mission was to engage those with a mind for Cryptology, a hard-to-find (and harder-to–recruit) target that represents less than .0004% of the U.S. population. For 18 days, Project Architeuthis played out across Navy social media platforms, challenging born problem solvers to decode clues and solve complex puzzles. Through a virtual competition to find answers, the game got players to think like Navy Cryptologists while immersed in a social experience they were creating with fellow solvers along the way. (https://www.youtube.com)

Tags: Industry: Government,No Profit
Company: U.S. Armed Forces
Agency: Campbell Ewald
Country: United States,Worldwide
Prize: EFFIE AWARDS,Warc Prize
Year: 2015
Creative Concept: Game
Type of content: Video case study
Language: English
Level: Market level - Changing the activity
Topics: Direct Marketing