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The Job Trail

PR Campaign
Wednesday 7th October, 2026

Ficus Creative made an online game that turns job hunting into a bleak, Oregon Trail-style survival challenge. Players take on the role of a laid-off designer, copywriter or software engineer, facing burnout, ghosting and dwindling funds as they try to find work in an AI-shaped job market.

Why it worked: It hijacked a beloved game mechanic to satirise a current labour anxiety, plus shareable Wordle-style results turned playthroughs into organic receipts.

The lesson: Consider re-skinning a nostalgic format to lampoon today’s pain point, then add a one-click share that broadcasts personal outcomes.

Ficus Creative
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
kottke.org The Job Trail, a web game about making it through 52 weeks a... Wednesday 7th October, 2026
boingboing.net This game turns job hunting into the Oregon Trail Thursday 8th October, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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