Back in my advertising agency days a few years ago, I had an idea about "website activation", essentially creating an "event" on a website where people engage in some sort of activity around the site. I never had the chance to pitch this idea to a client or on a project, and it gradually got forgotten. Recently, I remembered it and decided to test it out on Logoipsum, so I created "A Secret Logo Hunt."
The idea is simple: a hidden logo is placed on the site, and visitors need to find and "unlock" it. I also hid clues across different sections of the website. In case you're not familiar with Logoipsum, it’s a site I created to share free placeholder logos, where people can copy and download them for their designs. I announced it on Logoipsum's Twitter and placed a banner on logoipsum.com on October 8, 2024.
While I don’t yet have comprehensive data on how it impacted traffic, I do know how many people successfully unlocked the logo. As of October 18 (10 days after the announcement), only 14 people had unlocked it. As of October 28 (20 days after the announcement), only 32 people had done so. Honestly, I was expecting a higher number 🥲. Since the banner is on the homepage, it’s safe to assume that people visiting logoipsum.com after October 8 know there’s a secret logo to be found. Based on that, I’ve concluded two possible reasons:
- People aren’t that interested in "hunting" for a secret logo (they wouldn’t even try).
- The secret logo is too hard to find (people give up halfway).
However, the second reason was quickly ruled out. I tested it with colleagues and friends, and all of them solved it in less than 15 seconds. So, the first reason might be more likely.
Still, I’m glad I did this. It was easy to implement and cost nothing. It serves as a good test and a mini case study for the idea I had years ago. To generate hype, if this idea were implemented on a larger site with more traffic and users from the right audience segment, plus supported by other marketing channels, I think it could be a valuable addition to "brand activation." I also believe this type of activity is all about timing. Implementing it at the right moment could yield better results and impact.
I might do this again on Logoipsum in the future, maybe even make it an annual thing. I’m not sure yet.
The Secret Logo Hunt is still running on Logoipsum if you’d like to give it a try! The Secret Logo Hunt has now ended, as per Dec 6, 2024.