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2015 GOLD GOVERNMENT, INSTITUTIONAL & RECRUITMENT
UNITED STATES
America's Navy Project Architeuthis: Engaging America's Cyber Warriors
Jennifer Monaghan, Managing Director Dave Lockwood, Group Strategy Director Mark Simon, Creative Director Eric Olis, Creative Director Chad Woolums, Associate Creative Director Eric Bookout, Associate Creative Director Rod Weston, Digital Copywriter Marcus Martin, Junior Copywriter/Art Director Christian West, Community Manager
Puzzability
Amy Goldstein, Co-Founder
SUMMARY
Americas Navy launched Project Architeuthis based on a highly integrated creative and social media idea for an ARG, or Alternative Reality Game, that engaged the Navy Cryptology target with incredibly challenging puzzles, cyphers, and cryptic clues regarding the location of a mysterious, fictional enemy. ARG player adoption, community sharing and deep brand engagement helped the Navy reach its elite target and overcome the challenges of no media budget and a reduced prospect pool to meet 100% of its recruiting goal.
