America's Navy: Project Architeuthis - engaging the cyber warrior
Eric Olis, Marcus Martin & Amy Goldstein
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
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...