The Fun Audit
- Brand
- Trident
- Year
- 2012
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Quiz
- Agency
- Tool
Objective
Trident launched The Fun Audit on Tax Day 2012 to provide a playful reprieve from tax-time stress while building brand engagement. The campaign used humor—an IRS-style parody—to connect with audiences during a culturally resonant moment and encourage social sharing through an interactive web experience.
Solution
The Fun Audit was an interactive web application powered by Facebook Connect that analyzed users' Facebook profiles to calculate a personalized "Fun Audit" score. The algorithm examined photos, likes, check-ins, friends, and posts to generate dynamic, humorous results. A companion mobile version, The Fun Audit On-The-Go, analyzed Twitter feeds (tweets, retweets, hashtags, followers, Instagram photos) to generate custom fun scores and tips for improving real-world enjoyment. Users could share results socially.
Results
The campaign achieved FWA Site of the Day recognition on June 7, 2012. Celebrity participation included Jimmy Kimmel, who received a fun score of 80.
