MOBILIZING A GLOBAL

REBELLION: GAMIFYING BETA

REGISTRATION WITH ENTRY

INTO A SECRET SOCIETY

Strategic Brand Growth & Innovation

As Senior Strategist, I led the digital and social strategy for "The Secret War," a sophisticated gamification website designed with a team of top-tier programmers, UX designers, and product managers with a theme of global factions battling for global control in the shadows.

This strategic initiative featured an immersive web-based game where players completed a personality test to align with a faction, mimicking early augmented reality experiences.
Players then engaged in virtual challenges across a global map, recruiting friends via social media to join their ranks and spread influence.
The campaign resulted in over one million beta sign-ups, transforming player engagement into a dynamic competition for dominance and exclusive early access rewards.
Campaign Strategy, Social Media Strategy, Creative Ideation