Dice: Hack This Billboard

Dice, a job website, increased brand awareness in the US by creating digital billboards and inviting tech professionals to try and hack them.

Campaign Purpose

Dice's target audience includes tech professionals, many of whom developed ad blocking software -- meaning they're difficult to reach with traditional advertising channels and messaging. The challenge: how do we get them to pay attention to our advertising?

Campaign Objectives

The objectives for this campaign were to increase both aided and unaided awareness of Dice among our target audience, digital impressions, and active participation in the campaign.

Campaign Strategy

Instead of creating a traditional ad that tech pros could ignore, Dice created a campaign that was an enticing challenge for tech professionals. They had 5 mobile, digital-display billboards...

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