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.
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.
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.
Bronze, Best Use of Experiential
2020 ANA ECHO Awards
Increase of game registrations
Increase in digital impressions over goal
Increase in campaign awareness
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