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America's Navy
Project Architeuthis: Engaging America's Cyber Warriors
RAN IN: USA
CLIENT
U.S. Navy
Sean Forbes, Project Manager
AGENCY
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.
