Whether it's online, in the skies, on TV or in real life, quizzes are universally popular. And travel company Adventure World has tapped into that interest with its biggest ever online campaign, Extraordinary World Trivia.
Akin to the Paul Henry Show's nine in ten segment and a prime example of the rise of gamification in marketing, competitors have 20 seconds to answer as many questions correctly as possible during six stages, each covering a different continent. Players who complete all six continents receive a score and position on the leaderboard (there's still two weeks left to get a place amongst the top 100). And so far, more than three million games have been played across New Zealand and Australia on desktop, mobile and tablet devices since the campaign launched in mid-April.
One of the top 100 entrants will win a $20,000 Adventure World travel voucher to put towards their dream holiday, while five runners-up will receive a Canon Digital SLR EOS700D camera super kit. All those who register receive a $100 Adventure World travel voucher to put towards their next trip, which can be redeemed with Adventure World or at travel agencies around the country.
"The six-week long campaign [created in conjunction with With Collective and Bohemia Group] is enhancing Adventure World’s position as the market-leading soft adventure specialists, which trade will benefit from in the months ahead as consumers redeem their travel vouchers," says managing director Fiona Hunt. “Our campaign showcases Adventure World as the destination experts across each of the continents featured and opens consumer eyes to the lifetime of extraordinary travel available with Adventure World, inspiring them to see the world with us. Other trends from the games played to date include a 2/3 female to 1/3 male ratio. The most correct answers have been recorded in the North America continent stage and perhaps not surprisingly Antarctica is the continent that people know the least about.”
Players can also brag about the impressive intellect by sharing their score on Facebook and Twitter, or follow the campaign on social media using the hashtag #ExtraordinaryAW.