The attract loop previews the game play, incldues a game tutorial and provides high-level brand and product messaging.

Monster demanded a lot of value from the game. Not only did it need to attract a crowd, but it also needed to entertain and educate.

The target audience of recruiters and other human resources professionals waited for up to an hour to play the game and win a plush toy reward. This gave Monster brand ambassadors ample opportunity to engage with their customers.