Mission: Countdown_

To create buzz for the Spy Museum’s relaunch, we turned DC into a live spy mission. “Agents” would hunt down Dead Drops—in a beacon-powered thriller experience comprising 36 hidden clues, AR, and real-world prizes. It racked up national engagement, won two AAF Silver awards, and proved one thing: everyone is watching somebody.

The Challenge

After a five-month closure, the International Spy Museum needed more than a ribbon-cutting—it needed a full-blown reactivation. We had to reignite public interest, move tickets, and show off the museum’s new immersive HQ at L’Enfant Plaza.

The Insight

True immersion messes with your mind. Espionage isn’t just gadgets and disguises—it’s a psychological shift. If the new museum experience changes how you see the world, our campaign had to do the same before people even stepped inside.

The Solution

We launched Dead Drops—a blockchain-powered scavenger hunt that turned DC into a spy training ground. Alongside Metro takeovers and a digital campaign, users cracked codes, chased clues, and unlocked hidden intel—experiencing the thrill of espionage before ever setting foot in the museum.

The campaign achieved a 150% engagement rate, with one-third of participants returning to play again. All clues were solved, some within minutes, and the activation sparked regional buzz with earned media coverage and a televised feature. Dead Drops was recognized with two Silver ADDY Awards (AAF DC) for its innovative use of interactive and location-based technology.