Showing posts tagged campaign

Do well by doing good - does it work?

By robbiewf // August 2nd, 2011

The famous quote by Benjamin Franklin has sort of become a phrase used by corporations to make themselves look less singularly focused on profit. I can see why people are skeptical. But can you really improve your business and still also support a cause you really care about?

Well, a while ago we reached out to a very big name in the non-profit world with a unique idea. We asked, could we build something where we engage our users to help out other users while at the same raising money to support a great cause? And the answer is: yes! 

We call it “Answers for the Cure" - you can sign up here - and it allows anyone who wants to support this program to sign up on and answer questions asked by our users, on many different topics. For every answer, we’re making a donation towards the fight against breast cancer. And it’s been great so far: Thousands of members have signed up and some of them have answered hundreds of questions, as many as 20 or more per day. That’s pretty exciting and helps out a lot of people who come to us in search of answers.

But while members loved the program, we heard that a lot of people didn’t even know about it. A simple change to the program, which now not only shows when somebody in the program answers a question, but also allows other users to easily learn about and join Answers for the Cure with just one click, truly unlocked its viral appeal. Take a look at the chart below… When we turned this new feature on, literally over night, the number of answers per day, and thus donations per day, just went up dramatically.

Doesn’t that look like doing well and doing something good at the same time? Here’s to our users: thank you so much for being so engaged and supportive.  

IAC Headquarter lit in pink for breast cancer awareness

IAC Headquarter in NYC lit in pink for breast cancer awareness in Oct 2010.

Robbie Waeschenfelder, Director, Brand Marketing

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Ask unveils in-app trivia game at Six Flags

By robbiewf // June 6th, 2011

We’re excited to share that the “Skip the Line” trivia game has officially arrived to kick off the summer season for the guests of Six Flags Parks! Check out today’s ClickZ coverage of the news.

The Ask for iPhone app was updated late last week to detect users within the vicinity of Six Flags parks in 10 major cities across the country. Based on that location, the app will now launch the Six Flags “Skip the Line” game where users earn points for answering trivia questions correctly. For every correct answer, guests increase their chances of winning a ticket to the front of the ride line.

Location-based rewards and offers are clearly huge right now, and we see questions and answers as a natural tie-in to this model. Prior to launching the iPhone app last fall, we actually tested an SMS-based trivia game and “skip the line” incentive with Six Flags across three major markets and saw some encouraging results: 9 percent of guests engaged in the game, generating 90,000 texts, with 65% of those folks engaging multiple times. Naturally, the question with the most engagement was “How old is Justin Bieber?” Are you surprised? It was the year of Bieber fever, after all!

Time will tell which question will entice park goers most this year, but one thing we know for sure is that a growing number of park guests own smart phones, which means this year’s promotion should produce similarly successful results. With a location-aware trigger and new features like a player scoreboard and posting scores on Facebook, the in-app “Skip the Line” Q&A trivia game is well-positioned to create a fun mobile experience for guests as they wait for their favorite attractions.

For Ask, this campaign is exciting for a number of reasons, not the least of which is discovering how users receive and engage with location-based games and offers within our app. This will help us determine not only new features, but potentially new ways we can engage brands in using our platform to power their own offers down the road.

So download the app nowif you haven’t already, and get to a Six Flags park this month to play & win & scream!

Robbie Waeschenfelder, Director, Brand Marketing

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