Micro-targeting millennials to connect with a hard-to-reach audience.
There are over 65 different jobs in the Navy. Everything from Aviation to Submariners.
Given the modern state of warfare, one of the most important jobs is Cryptography: The ability to collect and analyze state-of-the-art communication signals using sophisticated high-powered computers, specialized computer-assisted communications equipment, video display terminals and electronic/magnetic recorders. In other words, to create and analyze coded information.
The challenge is that .0004% of the millennial U.S. population is our target. Clearly, a mass-market communication effort was not going to be the solution. So, we created an intriguing, puzzle-based alternate reality game that played across Navy social media platforms.
It was a micro-targeted approach that appealed to those very characteristics that made an ideal Navy Cryptologist: self-motivated, highly intelligent, intuitive, and driven by curiosity.
The campaign was launched with zero paid media, yet received coverage from over 50 news outlets.