Yahoo! Tapjoint
- Brand
- Yahoo
- Year
- 2013
- Objective
- Engagement
- Industry
- Tech
- Agency
- Pereira & O'Dell
Objective
Yahoo sought to promote its entertainment series 'Electric City' through an innovative alternate reality game (ARG) campaign. The campaign targeted hardcore gamers and early adopters by creating mysterious, puzzle-based experiences that required collective problem-solving.
Solution
TapJoint was an ARG campaign featuring cryptic online advertisements placed on gaming websites and puzzle clues sent to influential bloggers and gaming communities. Players collectively decoded these messages to unlock previews and progress through the campaign.
Results
Not published.
