Making daily habits inspiring and entertaining through gameplay
The Challenge
Yahoo!7 were relaunching their network as part of a global rollout and wanted to create an experience that drove drive daily habits and deeper engagement with their site. Our challenge was to find a compelling way to drive multiple visits to the site and transform users’ daily browsing behaviours.
The Creative Process
Our solution was to reward daily visits through gameplay.
We developed three concepts that used game mechanics to make engaging with the site fun and the Quiz Roulette idea was chosen by Yahoo!7 as the vehicle to do this.
Quiz Roulette was a online trivia game that turned ordinary articles and pages on the site into a fun and socially powered game show experience.
Our solution was to reward daily visits through gameplay.
We developed three concepts that used game mechanics to make engaging with the site fun and the Quiz Roulette idea was chosen by Yahoo!7 as the vehicle to do this.
Quiz Roulette was a online trivia game that turned ordinary articles and pages on the site into a fun and socially powered game show experience.
Development
I worked closely with the design team to bring the original concept to life, working on the name, tagline and creative messaging for the campaign. We collaborated with a 3D artist to create a complete a 3D online Game Studio filled with all the familiar and wonderful elements from your classic TV Game Show. We created distinctive characters for the Game Show Host, the Assistant and the Player which featured in the game and across all above the line and digital media.
I worked closely with the design team to bring the original concept to life, working on the name, tagline and creative messaging for the campaign. We collaborated with a 3D artist to create a complete a 3D online Game Studio filled with all the familiar and wonderful elements from your classic TV Game Show. We created distinctive characters for the Game Show Host, the Assistant and the Player which featured in the game and across all above the line and digital media.
The Game
Quizoo was a trivia game integrated into the Yahoo!7 platform that gamified the browsing experience using real time content and questions.
How it Works
Every Yahoo!7 page had a unique quiz question that related to the actual article content – encouraging active engagement with each page.
Every Yahoo!7 page had a unique quiz question that related to the actual article content – encouraging active engagement with each page.
Users were able to navigate through Yahoo!7 articles, explore the site and answer questions in order to earn entries. New trivia questions were added throughout the day alongside the newsroom to drive real-time engagement and keep the experience relevant and fresh.
Players could could double, triple or quadruple their entries into the major prize draw by connecting to Facebook and getting their friends to play, increasing their chance of winning.
Players could could double, triple or quadruple their entries into the major prize draw by connecting to Facebook and getting their friends to play, increasing their chance of winning.
The Results
By gamifying people’s browsing experience on Yahoo!7, we successfully changed people's daily viewing habits and drove deeper engagement with the content and the brand through the campaign and on social media.
Finalist - 21st AIMIA Awards
Media
Quizoo was a wholly integrated campaign and we worked together with a 3D artist to create not only the in-game designs but a 15’ TVC, print ads, digital advertising and social media posts. I worked closely with the design team to shape the creative messaging across all the different forms of media.
Creative Team
Executive Creative Director – Christian Behrendt
Creative Director – Sandor Moldan
Digital Designer - Courtney Walter
Digital Designer – Melanie Kaw
Copywriter – Nicole Hedemann
Executive Creative Director – Christian Behrendt
Creative Director – Sandor Moldan
Digital Designer - Courtney Walter
Digital Designer – Melanie Kaw
Copywriter – Nicole Hedemann
Copywriter - Robert Mead
3D Artist – James McDonald
Agency: Razorfish Australia
