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

Eric Olis, Marcus Martin & Amy Goldstein

Campaign details

Brand owner: US Department of Defense
Lead agency: Campbell Ewald
Contributing agency: Puzzability
Brand: America's Navy
Country: United States
Industry: 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 increasing beliefs about the importance of college education, to negative military press coverage and a 22% decrease in Navy spending, courtesy of Congressional 'budget sequestration' , but there was no reduction in the goal for recruiting cryptologists, the exceptionally bright code makers and breakers responsible for Navy cyber security.