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MISSION: Authentic – An Authentic Mission from Mack Web

By January 26, 2016MISSION: Authentic

Mack Web is now Genuinely. Learn more.

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The Situation

Mack Web has been working in secret, collecting vital information on the next evolution of marketing: basing your company’s organization and marketing on your authentic mission.

We firmly believe that keeping authenticity as your touchstone will not only allow your marketing to be genuine, adaptive, and engaging, it will also improve the overall health and happiness of your entire company. But you don’t have to take our word for it.

This crucial intel – which has the power to change the face of marketing forever – is stored in several secure locations around the world. (Well, our website.)

Your mission, should you choose to accept it, is to join us in our hunt for authenticity. We call it … MISSION: Authentic.

Your Objectives

To retrieve the information, in the correct sequence, without triggering any of the security measures. (Okay, there aren’t any security measures. But doesn’t it sound better that way?)

To absorb the information, so that it will not be forgotten even if it is destroyed.

To make known the truth about authenticity, for the betterment of All. Human. Kind.

To earn a security clearance high enough to know why Mack Web is having a big old party at the end. We’re taking some long-held-secret stuff overt and we’re gonna break loose and have some fun – but you won’t understand any of it unless you follow the mission schematic.

Your Equipment

Stop 1: You’re already in the game. You just don’t know it yet.

As is so often the case in the world of espionage, the game began when you weren’t paying attention.

Here’s what happened: we moved. We’ve got a swanky new office space that is pretty darn amazing.


You may have known that already.

Here’s what you may not have known: we didn’t just do it for the ping pong table. Our move was actually the first in this transformation to authenticity that we’ve been working on in the shadows for a long time.

If this isn’t new information, congratulations! You must have read Mack’s post on the topic. You have already toed up to the starting line and are ready for the next phase of the mission.

Confused? That’s okay. Let us tell you all about our new HQ and why it’s so important.

Stop 2: Cultivate An Asset.

The first thing any good intel-gatherer must do is to know the right people. That’s why the next step of your mission to authenticity is to make a new friend.


As you saw at Stop 1, you may have noticed that our walls are rather bare, except for the Wall Llama. And he’s lonely. Llamas are herd animals.

llama wall mack web office

That’s why your objective for Stop 2 is to create your very own wall llama and send it back to HQ.

The quartermaster has prepared for you the following gear:

From there, it’s simple: color or decorate your llama to accurately reflect his or her personality. Gather some crucial information from your new friend and fill out the dossier.

Think long and hard about the name. Names are important. (Yes, that’s a hint for the next phase. You’re welcome.)

Take a picture and tweet it or email it back to us at HQ. Be sure to use the hashtag: #AuthenticMission.

Win a thing! As an extra incentive (because we like our operatives cutthroat and competitive), all dossiers received by February 7th will be reviewed by the Mack Web team. Our favorite will receive a llama of their VERY OWN! (No, not a real one.)

It only gets better from here.

So that’s your authentic mission. Further information will be dispatched at the appropriate time. As always, should you or any of your task force be caught or killed (or, y’know, get a papercut), we will disavow all knowledge of your actions.

This blog post will self-destruct in five years. Good luck, friends.

If at any time you want to track the mission’s progress, use this super duper secret link.

MISSION: AuthenticMission-Authentic-Game-Board


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