In 2010, the Cyber Security Challenge UK was formed and required a launch activity to attract people who are interested in cyber security to the website and register. The initial target was to secure 200 registrations.
We worked closely with one of the Cyber Security Challenge UK’s consortium partners, PwC, to build a complex digital puzzle – a cipher – that we uploaded to the Challenge website, Facebook page and Twitter profile. This was designed to appeal to the target audience of cyber-minded individuals, bring them to the website and gave them an immediate challenge to complete.
We asked all 15 sponsors, most of whom had their own substantial online communities, to post information about the Challenge and the cipher to their followers.
Within a week we had more than 3300 and over 1,000 proposed solutions to the cipher, exceeding our target by 1,650%.
Seven years later, we are still running the publicity campaign attracting talented individuals into the industry. Over those years we have generated 1,000 pieces of coverage encouraging more than 18,000 registrants to play the yearly Challenge games.
In that time the Challenge has become an award-winning organisation, renowned for its work in attracting people into the industry, and has a reputation as one of the UK’s leading industry voices on cyber security issues.