International Spy Museum
Dead Drops: A blockchain scavenger hunt countdown
role: acd/ copywriter
THE CHALLENGE
Build excitement for the new museum
The International Spy Museum was moving across town to open a new, bigger and better, purpose-built home, with a totally immersive and completely reimagined exhibit experience. While the museum was closed for more than four months, we were tasked with keeping Spy Museum fans engaged and generating buzz leading up to the opening of the new museum. Mission accepted.
THE INSIGHT
We worked with the museum exhibitions team to understand the stories and themes of the new Spy Museum. We learned that visitors would be immersed in the real world of espionage. Their spy skills would be put to the test, their assumptions would be challenged, and when they left, their perspectives would never be the same. We wanted to bring that experience to life before the museum even opened.
THE SOLUTION
A real-world spy mission.
Leading up to the opening of the museum we wanted to engage fans by actually putting them into the shoes of a spy. We recruited local agents to crack clues in order to find physical and digital dead drops hidden in the Washington DC area, and claim secret prizes. Each dead drop was hidden at a famous spy site, from hotels where clandestine meetings occurred to parks where actual dead drops were left by real spies. The clues and locations represented moments in local spy history, from 1777 up to the opening of the new Spy Museum on 5-12-2019.
The Experience
Agents visited the mission website to understand the game and view all the available clues.
We created 36 unique clues including ciphers, morse code, hidden visuals, and more. Clues were released in batches over the course of several weeks, giving fans several opportunities to play and invite their friends.
Once the clue was cracked, it revealed a location on the map where the dead drop was located. Then the agent had to get there first!
Once at the location, the agent could either claim the digital prize using blockchain technology, or they would get a hint for where to find a physical dead drop spike hidden, just like a real spy.
Once the prize was claimed, it was removed from the map. Other agents could still try to crack all of the clues until the contest ended, ensuring engagement at all levels.
Vince Houghton, Historian/Curator of the International Spy Museum
“The immersive nature of the game highlights how present and surrounding this shadow world is in our lives – whether we’re aware of it or not – and inspires learners of all ages to dive further into the history. As a historian and curator, that’s success.”
SERVICES
Strategy
UX/ UI Design
Content Strategy & Execution
Product Development
Digital Media Campaign
Website
RESULTS
150% Engagement Rate
33% of players returned at least once
28% increase in Twitter organic impressions month over month
All clues were found within hours or minutes of being released!
The activation was a major hit with the Spy Museum fans. It created buzz in the DC metro area and garnered earned media attention, further building excitement and awareness for the museum leading up to the opening.
I was even interviewed for a segment on the evening news. Watch it here.
AAF DC- Innovative Use of Interactive/ Technology - Silver
AAF DC- GPS & Location Technology - Silver
