How do you get thousands of programmers and coders to stop what they're doing and immediately and pay attention to a conference? First, give them an opportunity to win free admission by cracking an encrypted cipher! Second, otherwise give them an opportunity to play an active role in the real-time unfolding of the event itself.

This was a 360 campaign with website, experiential, and digital. I collaborated with a designer and a professional programmer to quickly produce all media. The campaign resulted in great enthusiasm and high participation rates.
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