Expanding the DC Universe with an epic digital scavenger hunt
Everyone loves the ’80s. It was an era defined by excess. Outrageous fashion. Neon. And MTV. But there was a dark side too. In Wonder Woman 1984, the world is in danger from greed-fueled destruction. And Wonder Woman must turn the technology used for power and corruption into a solution for the greater good.
This power dynamic in the film presented an ideal partnership for Microsoft. Our campaign partnered with Warner Brothers and the Smithsonian to inspire the next generation of coders and creators to turn their tech skills into superpowers.
let the hunt begin
We expanded the film’s universe and called for fans to help Wonder Woman recover her missing sword and shield, testing their valor and technical know-how to unlock codewords hidden across the internet. Over two weeks, we released cryptic posts on social channels that drove to Wonder Woman-themed online experiences. Each challenge requiring different skills like codebreaking, HTML, and advanced search functions to progress and move the mystery forward.
sample challenge: the sacred file
For the first challenge of the hunt, we posted a glitched image, and told our audience that there could be something critical to the mission embedded inside. With a few helpful clues, we prompted them download the image to their desktop for further investigation.
The solution
To solve the challenge, our fans had to edit the file extension from ".jpg" to ".html". When the image is converted to .html and opened in a browser, it revealed a secret digital dossier. The dossier detailed a secret government project to find supernatural objects linked to gods and goddesses and included the codeword to complete the mission.
Sample challenge: for your ears only
Our second challenge featured a binary sequence posted on Microsoft social channels. We challenged our audience to figure out what it means. When decoded, a phone number for Black Gold International customer service is revealed.
The solution
By plugging the code into a binary converter on the web, the user is presented with a series of numbers and letters (8883MXLORD), which upon clever thinking, is revealed to be a phone number. When the number is called, the user is greeted by a cryptic message that contains the secret codeword.
Other clues
Mission hub
The more puzzles solved and skill learned, the more they earned. Completing each challenge unlocked a new tier of prizes at the mission hub that Wonder Woman fans would love.
But more importantly, the campaign celebrated what’s possible when curious minds meet incredible technology and showed the next generation of coders and creators that their passion has the power to save the world.
RESULTS
Credits
Copywriter: Paul Nocchi
Art director: Kendall Birch
Motion + VFX: Björn Ahlstedt
Creative director: Jim Wagstaff
Agency: CMD