Doomtree: Pop Quiz, Hot Shot

Objective

Promote Doomtree's collaborative hip-hop album 'All Hands' by engaging fans with a trivia game centered on pop culture references embedded in the album's lyrics. The game served as a creative marketing tool to deepen listener connection with the album's lyrical content and the Minneapolis-based collective.

Solution

Doomtree and Clockwork created 'Pop Quiz, Hot Shot'—an interactive trivia game blending Rap Genius annotation mechanics with Trivial Pursuit competition format. The game ran daily from September 15–30, 2015, releasing one lyrical reference clue each day at 12:00pm CST. Players identified cultural allusions (referencing figures like Kobe Bryant and Venus di Milo) embedded in 'All Hands' lyrics, with hints provided by Minneapolis institutions and Doomtree members. The site featured responsive design, jQuery interactivity, fullscreen mode, and dynamic navigation. Participation was incentivized through daily sweepstakes and tiered prizes: daily winners received concert tickets and gift certificates, while major winners earned airfare and backstage passes to a Doomtree show, signed vinyl test pressings, complete Doomtree merchandise collections, and personal coaching sessions with collective member Dessa.

Results

The site received an Awwwards nomination on September 21, 2015, with an average community rating of 6.52/10. Public participation metrics were not publicly disclosed.