Campaign details

Brand: U.S. Army
Advertiser: U.S. Army
Lead agency: McCann New York

Effie awards category context

The U.S. Army needed to find a needle in a haystack, the less than 1% of Americans with the skills to defend us from cyber threats. To do so, we created "White Hats Wanted," a campaign experience that drew hackers into an online vetting process.

It began with a commercial that lured hackers in with a hidden message directing them to an experience created by Army Cyber Command. The experience contained a complex challenge that changed every 24 hours to avoid crowd sourcing answers. In three months, the campaign ended up delivering a conversion rate 15X the U.S. Army's average.

State of the marketplace and brand's business: America is losing the war on cyber