US Navy: Project Architeuthis
Campaign details
Agency: Campbell EwaldClient: US NavyCategory: Business and Consumer Services
Executive summary
This case study describes how the US Navy created Project Architeuthis, an alternative reality game (ARG), as part of a campaign to recruit prospective cryptologists. In 2013/14 the Navy was finding it hard to meet its recruitment targets due in general and in cryptology in particular. Potential cryptology recruits are a disparate group, so hard to target, and are also coveted by other agencies such as the corporate sector and the FBI. The challenge was to make Navy...