The Boston Globe stands out from other major newspapers by using interactive micro-content to engage readers and potential subscribers. They capitalized on the hype leading up to the 2016 AFC Championship game with a Patriots personality quiz.
The quiz was distributed via paid Facebook and Twitter posts. It asked fun questions about where fans would prefer to play college ball and how they’d celebrate their first touchdown at Gillette Stadium. Viewers who took the quiz could enter to win a $100 gift card to the Patriots ProShop, just in time to buy new gear for the big game.
Our designers created a custom social post and interactive experience for the quiz, while our strategy team worked with the Globe’s consumer marketing team to develop the content. With this campaign, the Globe team used a powerful combination of strong content, a good reward, and a major event to capture thousands of emails.