Dice, the job website for technology professionals, has a novel proposition to help job seekers get noticed: We’ll put you on a billboard—if you can hack your way into it.
On April 5th, Dice activated seven mobile billboards in an interactive hack-a-billboard competition. Successful hackers will win bragging rights and their name showcased on the billboard itself, plus some serious geek swag. The Can You Hack It campaign, created by independent creative agency Barkley, is targeting tech corridors in NYC, San Francisco, Atlanta, Salt Lake City and Charlotte. The actual trucks will target those markets but a large media buy will bring people into the mix from all over the nation. The banner ads have the tag "hackthisad.com" which takes the user to the game center where people outside of those markets learn that there are actual trucks driving around.
Initially, the mobile billboards appear to be advertising somewhat outlandish products and services of four fictitious companies, like Sal's Scissor Doors who will put scissor doors on anything or WheelFree commutes for those who choose to commute by air, but the ads appear to have technical glitches that will ultimately reveal the ‘Can You Hack It’ message and the URL, www.hackthisbillboard.com.
This website takes the user into the game center, designed to replicate a mobile truck’s content management system (CMS). The CMS can be hacked by guessing the correct passwords for all 13 levels, with each level offering a series of challenges that include informational search, crypotogy, decoding, mathematical problems and more than a few broken lines of code that need to be fixed.
Digital advertisement created by Barkley, United States for Dice, within the category: Professional Services.
Chief Idea Officer: Tim Galles
Executive Creative Director: Katy Hornaday
Group Creative Director: Berk Wasserman
Creative Director: Matt Pruett
Associate Creative Director (Copy): Jordan Breindel
Associate Creative Director (Art): Jeremy Gilberto
Producer: Jim Leonard
Art Director: Audrey Wilcox
Copywriter: Courtney Hoenicke
Project Manager: Lisa Nicolay
Account Director / Digital Marketing Director: Chad Milam
Supervising Media Designers: Jordan Stephens, Jessica Cassin
Account Supervisor: Tyler Bowser
Account Manager: Jordan Rogers
Production Company: Pet Gorilla
Creative Director: Dominic Bernacchi
Technical Director / Creative Director: Todd Lekan
Associate Technical Director: Luke Hurd
Lead Developer: CK Hicks
Software Engineer: David Harris
IT Dev Ops Engineer: Aaron Dodson
Creative Production Director: Dustin Schirer
Production Coordinator: Lauren Alexander
Senior Motion Producer: Carson Catlin