More than 30,000 people downloaded the Ad Quiz app which was supported by advertisers including McDonald's, Woolworths and KFC. TV networks WIN and NBN are now looking at how to extend the concept to further integrate mobile with viewing.
The app, which launched late last year promised prizes and offers in return for viewers answering questions about the ads they’ve seen. The aim was to increase loyalty of audiences as well as boost engagement with the ads.
Every time a viewer answered a question about the ads correctly, they were entered into the prize draw to win items including digital cameras and luxury cruises.
Ad Quiz included its logo in the TV spots for brands including McDonald’s and Woolworths as well as running info spots explaining the game to viewers and inviting them to download the app.
Ad Quiz founder Paul Parker said: “It’s a real media first. The App has been designed to help turn TV commercials into entertaining content and it’s proving to be a unique engagement tool for advertisers wanting to get their TVC onto mobile devices. It has also proven to be a really sticky APP with most players playing at least 2 to 3 quizzes each. We’ve had over 250,000 entries so far”.
CEO of NBN Television, Deborah Wright, a partner in the initiative, said: “It’s been taken to market by our sales teams as a seamless digital extension component to advertisers’ TV campaigns over summer. It allows our advertisers to leverage the second screen phenomenon that can work so well with broadcast TV. So far the feedback from our clients has been extremely positive. It’s this type of innovation that’s helped us provide extra value for participating advertisers over summer. Due to its success, we’re now reviewing how we can closer integrate Ad Quiz into other broadcast product throughout 2014”
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