Hack The Locker
View the case- Brand
- Deloitte
- Year
- 2023
- Objective
- Lead Gen & Recruiting
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Makelove
Objective
Deloitte Brasil needed to drive sign-ups for its annual developer conference, Tech Talents Week, and keep a technical audience engaged across all three days of programming. With entry restricted to outside developers not yet on Deloitte's payroll, the campaign doubled as an employer-branding and recruitment play, aimed at putting the firm in front of talent it wanted to hire.
Solution
A challenge greets visitors at hackthelocker.com: can you actually hack a locker? Players register and land in front of a wall of lockers, each with its own door. Picking a door surfaces a logic or programming puzzle, with three tries to crack it before moving on. Doors are live — if another player solves one first, it locks and the player has to try a different door. Solve it in time and the locker opens to reveal a prize. The game ran alongside the conference's YouTube livestreams and Zoom sessions, with new doors and prizes up for grabs across all three days.
Results
1,500+ conference registrations, three times the prior year's total; 1,100+ unique viewers daily across the three-day event; 400+ registrations on the game site itself; 48 prizes given away over the three days.
- 1
The activation launches from the landing page for Deloitte Brasil's Tech Talents Week 2023, a three-day developer conference with evening livestreams and daytime Zoom sessions; the same page challenges visitors to "hack" a locker by solving logic and programming puzzles for a prize.
- 2
Entry is gated: players must be 18 or older, resident in Brazil, not already Deloitte employees, and consent to data processing before taking part.
- 3
Players continue to a standalone site, hackthelocker.com, where they create an account or log in, read the game rules, and start the game.
- 4
The core loop is a wall of locker doors: the player picks a task type and a door, then faces a logic or programming puzzle behind it, with at most three attempts to submit the right answer.
- 5
Doors are shared across all players in real time — if someone else solves a puzzle first, the player has to abandon it and pick a different door.
- 6
A correct answer unlocks the door, letting the player choose a cell inside the locker and claim the prize it holds.
- 7
The game runs alongside the conference across all three days, with prizes released daily and 48 given out in total over the event.
