Digitizing
authentic
connection.

Dice

Dice was a legacy recruiter with low awareness and credibility among tech pros. To regain relevance with the very people who created ad blocking software, we needed to attract candidates in a way techies would appreciate.

Modern Consumer Insight

Tech professionals historically benefit from low unemployment rates, and most don’t feel they need a website to advance their career. Research also showed this audience loves augmented reality games and mind-bending challenges.

Challenge

We needed to engage and entertain this audience in an authentic way, with complex puzzles that called upon tech culture, hacking history, and an absurd attention to digital detail.

Solution

Instead of trying to sell tech professionals on our client’s benefits and services, we challenged them with a simple question: Can you hack this billboard? This message ran on mobile digital billboards in five major cities, inviting techies to compete in a series of increasingly difficult and obscure challenges that sent them searching everywhere from source code to social media.

Results

23%

Increase of game registrations


18.5%

Increase in digital impressions over goal


35%

Increase in campaign awareness