With just organic promotion of the activation, the first dead drop was picked up only 52 minutes after it was released. With each of the six clue releases, most prizes were claimed within just a few hours, with more and more fans engaging each week.
The activation was a major hit with the Spy Museum fans for a combined 150% engagement rate. It generated buzz in the DC metro area, garnering earned media attention worth an additional $600k. Most importantly we achieved our goal of building excitement and awareness for the museum leading up to the opening.