Tweetcracker

Objective

Samsung partnered with Intel to launch the Series 9 ultrabook through the 'Boosted' campaign. The goal was to create viral engagement and brand awareness for the new premium laptop line by combining cryptography, social media mechanics, and competitive gameplay that incentivized organic sharing and puzzle-solving participation across Twitter.

Solution

Tweetcracker was a collaborative code-cracking game launched on Twitter on August 4, 2011. Players assumed the role of spies attempting to crack a 10-digit safe code by tweeting daily guesses using the hashtag #tweetcracker—limited to three guesses per day until August 17. Clues were distributed via the Boosted campaign's Facebook page and Twitter feed. Players could download a CSV file of all previously submitted guesses to help narrow their odds (nine billion to one). Winners of the Series 9 notebook also received $10,000 in credit. The game integrated cryptography with social media virality, turning each player's tweet into campaign amplification.

Results

Not published.