OnePlus: Crackables 2.0
Open the game- Brand
- OnePlus
- Year
- 2020
- Objective
- Engagement
- Industry
- Tech
- Mechanic
- Puzzle
- Platform
- Mobile web
- Agency
- UNIT9
- With
- ONEPLUS
- With
- Le Polish Bureau
Objective
OnePlus sought to expand engagement with Crackables, a successful cipher puzzle game from the first iteration, reaching both dedicated puzzle enthusiasts and casual players globally. Launched during the COVID-19 pandemic, the campaign integrated live-streaming and community-driven challenges to create a larger, more inclusive gaming experience that reinforced OnePlus's brand connection with its community.
Solution
Crackables 2.0 is a story-driven, browser-based mobile game with cryptography-themed puzzles set in a futuristic world and narrated by a rogue AI character. Players progress through four difficulty-based rounds, each culminating in collaborative community challenges called 'Gates'. The Grand Finale was a live-streamed puzzle-solving competition hosted by YouTube personality PrestonPlayz. Winners received cash prizes ($10,000 per person for the top finalists) and matched donations to COVID-19 relief. Created by UNIT9 with game writing by Sleep Deprivation Lab and technology support from Google.
Results
Specific engagement and participation metrics for Crackables 2.0 were not publicly disclosed. For context, the original Crackables 1.0 attracted 580,000 total players through word-of-mouth, with 10,000 joining in the first second and 145,000 on day one.
