I Never
- Brand
- TD Ameritrade
- Year
- 2007
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Agency: Havas
Objective
Houlihan's wanted to translate its bar's signature drinking-game culture into a digital experience, giving its adult restaurant-bar crowd a way to keep the fun going outside the venue and extending the brand into interactive entertainment.
Solution
Players head to inever.houlihans.com and start a round of the classic "I Never" drinking game, then invite friends to join by email. Each round serves up ready-made prompts that get more revealing as the game progresses, or players can write their own. Everyone answers whether they've done the thing in question, and can optionally add a story about it — the confessions are what turn a round into a real conversation.
- 1
The player lands on a Houlihan's-branded microsite offering an online version of "I Never," the bar game where someone names something they have never done and anyone who has done it drinks.
- 2
To start a game, the player invites friends by entering their email addresses, and invitations go out to them automatically.
- 3
The player chooses how to supply prompts for the round: drawing from a set of ready-made questions or writing custom ones.
- 4
The core loop runs through a series of prompts, with each participant indicating whether they have done the thing named; the preset questions grow progressively more explicit as the game continues.
- 5
After answering, a player can optionally add a short story explaining the circumstances, an unrequired flourish meant to make the round livelier.
