mission countdown
Objective
On May 12, 2019 the International Spy Museum opened their doors at their new location at L’Enfant Plaza. To build excitement for the new museum opening, we created a unique microsite and teaser campaign counting down some of the best moments in spy history. Users tested their spy skills through by clues to get access to a location for a physical or digital dead drop which revealed free tickets to the new museum, museum memberships or tickets to the opening night gala. The campaign was very successful with most clues being found the same day that they were released and some within only hours.
Role
I worked with the Varius team and our product strategy team to understand the capabilities of the platform and help create the different flows. As the lead designer, I also created all of the illustrations and icons for the clues, booklets, and objects.
Press and Recognition
Silver AAF DC ADDY - Innovative Use of Interactive/Technology - March 2020
Silver AAF DC ADDY - GPS & Location Technology - March 2020
Decode Clues and Track Down Prizes in This DC Spy Sites Scavenger Hunt (Washingtonian)
Spy Museum Brings History to Life with Scavenger Hunt
(Video - NBC4 Washington)
Solving Clues
When the user arrives, they are presented with a series of folders. Inside each folder is a puzzle for them to solve. Each solved clue is an entry into the grand prize drawing. If the user is fast enough, they get access to the map where they can find the physical or digital dead drop.
Unlocking dead drop locations
Once the user correctly solves a clue, they see the moment in spy history associated with the location and answer from the puzzle. If they were fast enough, they’ll unlock a map with the exact location of the digital or physical dead drop. If the dead drop is physical, tapping on it will give the user additional instruction on how to find the spike in the ground, planter, or other hidden location.
Spreading the word
On the day of a batched release, Spy Museum posted on Instagram, Facebook, and Twitter to let followers know that there were more clues in their wallet. We also sent text messages to users who had already played or registered with the game that more were released.
