The Fun Audit
- Brand
- Trident
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Tool
Objective
Tax Day is the one day Americans dread most, and Trident wanted to hand people a laugh instead. By spoofing the dreaded IRS audit and turning it on something as personal as a Facebook profile, the gum brand could stake its claim on "fun" while getting people to engage with content built entirely out of their own social lives — and pass it on to friends.
Solution
You land on the website for the fictitious Bureau of Fun and log in with Facebook, and the site pulls in your own photos, status updates, check-ins, likes, and friends to build your case file. A stone-faced auditor walks through the evidence in dry, official language, citing specific posts and photos back at you as exhibits. At the end of the review, the Bureau hands down its verdict: a personal Fun Score, along with a Trident flavor matched to your results. From there you can compare your score against friends' and share your audit. The mobile follow-up, The Fun Audit On-The-Go, runs the same process on your Twitter feed and Instagram photos — tweets, retweets, hashtags, check-ins, and followers — closing with a score and tips for having more fun offline.
- 1
The player lands on TheFunAudit.com's splash page, styled as the official site of the fictional "Bureau of Fun," inviting them to take "the only audit you'll actually want on Tax Day."
- 2
The player starts the audit by logging in with Facebook Connect, granting the Bureau access to their profile.
- 3
Login triggers an automatically generated personal video in which a Bureau of Fun inspector reviews the player's "case," pulling in their actual photos, posts, status updates, likes, check-ins, pokes, and friend list and commenting on specific finds.
- 4
An algorithm matches hundreds of keywords found in the player's profile to a library of scripted lines and reactions, so the inspector's commentary is assembled differently for each profile; many players re-run the audit to see new commentary.
- 5
The video closes with a verdict: a personal "Fun Score" presented as an official finding on how fun the player's life is, paired with a recommended Trident flavor tied to that result.
- 6
The player can share the verdict and compare their Fun Score against friends' results.
- 7
A separate mobile edition, "The Fun Audit On-The-Go," runs the same format on a Twitter account instead of Facebook, with the Bureau reviewing tweets, retweets, check-ins, hashtags, followers, and Instagram photos to produce its own Fun Score and tips for having more fun out in the real world.
