America's Navy: Project Architeuthis - engaging the cyber warrior

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game on social media.

America's Navy: Project Architeuthis - engaging the cyber warrior

Eric Olis, Marcus Martin & Amy Goldstein

Campaign details

Brand owner: US Department of DefenseLead agency: Campbell EwaldContributing agency: PuzzabilityBrand: America's NavyCountry: United StatesIndustry: The Services (army, police etc)Channels used: Earned media, buzz, Games and competitions, Social media Media budget: Up to 500k

Executive summary

This case study describes how the US Navy recruited cryptologists via an alternate-reality puzzle-solving game across diverse social media.

In the 2014 financial year, market challenges ranged from declining unemployment and...

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