Trivial Pursuit Experiment

Objective

Trivial Pursuit sought to reinvent its brand perception from an exclusive game for the intellectually elite into an accessible, inclusive entertainment experience. Hasbro launched this online experiment to challenge the common stereotype that only geniuses play Trivial Pursuit, using a global competitive quiz format to engage millions of players worldwide in the question 'Who's Smarter Than Who?'

Solution

The Trivial Pursuit Experiment divided players into two competing global teams and invited users to join the world's largest quiz competition. Players logged in to an online platform and answered trivia questions while competing against the opposite team. The campaign combined traditional print advertising (launched July 2010) with an interactive online gaming experience that ran through the end of 2010. The mechanic tapped into gender dynamics by organizing competition between men and women globally, creating viral appeal through the inherent competitive tension of the premise.

Results

Not published.