The first branded online quiz in Russia Кочергина Ксения
Task
In May 2020, CTC Love TV channel first showed «Back to the Future» Trilogy. The marathon was timed to the 35th anniversary of the first part of the legendary trilogy (1985). Our goals were to run an effective promotional campaign for the «Back to the Future» Trilogy marathon during lockdown without any budget and to increase audience share of on-air television viewin
Ideas and solutions
We understood that the «Back to the Future» Trilogy has a large fan base (mostly male) who are interested in science, technology and intellectual games. Also we noticed that online quiz-games have become the main paid, valuable and highly engaging entertainment for young people under quarantine conditions. We decided to develop a free home quiz-game based on the Trilogy "Back to the Future" in collaboration with intellectual and entertaining games creators "Quiz, please!". The branded quiz was completely devoted to the trilogy and had one special question. The answer could be found in a special promo during the "Back to the Future" broadcast on CTC Love. As a result, CTC Love channel successfully conducted a cross-platform campaign without a budget, the digital reach amounted more than 3 million. The weekend audience share exceeded the average share of the channel by 2 times, and the average share of the slot - by 2.5 times
