"Project Architeuthis was a puzzle-based alternate reality game launched to drive awareness of Navy cryptology. It proved to be the perfect way to engage a hard-to-reach microtarget audience—with a challenge that born problem solvers couldn't resist. This multiplatform social campaign successfully fused strategic insight, knowledge and creativity into one powerful idea. It got players thinking like Navy cryptologists and essentially recruiting themselves. And it ultimately helped the Navy reach its challenging cryptology recruitment goal—making the Navy the first US military branch to implement an alternate reality game on social media for recruitment."