Digital Coding Challenge
TYPE /
Experiential​
COMPANY /
Atlassian
TIMING /
Summer 2020
TYPE /
During the COVID-19 pandemic, attracting top engineering talent required innovative, value-driven strategies to stand out in a highly competitive market. To meet this challenge, I led the creation of Plant Your Code, a series of interactive JavaScript coding challenges designed as a lead-generation tactic to add top engineering talent to our pipeline. For every completed challenge, Atlassian donated to one of three Atlassian Foundation charities of the participant’s choice, turning technical skills into meaningful contributions.
Plant Your Code: Create a digital garden for good.
To make the challenge immersive, we developed a digital garden metaphor where developers “planted” and grew virtual gardens as they progressed. The compelling copy linked coding with impact, emphasizing how technical skills can drive meaningful change. This playful yet mission-driven approach set Plant Your Code apart, increasing brand affinity, generating engineering leads, and demonstrating Atlassian’s values in action.
