#crimediggers differentiates itself in its rich story line hidden among the clues, which are used to dig into the world of complex criminal activity. The game appeals to the target audience’s world and challenges them in the online serious game, but it also ties in seamlessly to the campaign’s other media communications.

The campaign for #crimediggers inserts challenges into banners, videos and a radio commercial in order to get the player to look beyond the surface. This can include hidden messages in the audio spectrum, or message concealment techniques such as stenography. These messages contain URLs that players can use to earn extra points in the game.

This went so far that people on forums asked whether it was possible to see the banner somewhere else, in order to pick up the extra points that were available.

The serious game #crimediggers lets you discover how relevant your IT skills are to detective work. The game is based on actual police cases. Fact and fiction are constantly interwoven throughout the game. The campaign around the game is also integrated into the game, including data hidden in the audio spectrum of the radio commercials and online banners.

In order to experience the work of a digital detective and to meet potential colleagues, we organised a live event where candidates have to solve a real case under high pressure: #CrimediggersLIVE. During the event, 500 participants divided among 25 teams will have 1.5 hours to track down the perpetrator.

We also launched brief videos in which real digital detectives provide a unique insight into their work. The videos deal with the same themes portrayed in the #crimediggers

#Crimediggers realised more than 150,000 unique visitors, more than 60,000 of whom started the game. Around 1,500 players reached the finish line, after an average of approx. 4 hours playing time. This is an unparalleled long engagement by the players, during which they were immersed in the IT police world.

The meeting moments were also a great success. The various meet-ups that were organised were full (100 IT workers per meet-up), as was #crimediggersLIVE (500 people).

The first selection rounds are now complete, and produced 417 qualified candidates for a recruitment goal of 113 FTE in 2016. This corresponds to the situation last year, when there were 370 qualified candidates for a recruitment goal of 100 FTE. Considering the fact that last year’s goal was met, the same is expected for 2016 as well. The procedures, including screenings and medical exams, are currently in full swing.